Composition of customer value
1, product value
Product value consists of product function, characteristics, technical content, quality and brand. Product value is always the first element of customer value, and product is the opportunity and pass for customers to provide services for enterprises.
In Taiwan Province Province in 1930s, the rural areas were still operated by hand, and the rice harvesting and processing technology was backward. After rice is harvested, it is spread on the road to dry before threshing, and sand, pebbles and other sundries are easily mixed in it. Before cooking, users have to go through a rice washing procedure, which is inconvenient to use, but both buyers and sellers are used to it.
Wang Yongqing has found the breakthrough point from this universal phenomenon. He led his two younger brothers to work together, took pains to pick up the chaff, stones and other sundries mixed in the rice bit by bit, and then sold them. In this way, Wang Yongqing has improved the value of its products, the quality of rice sold by the rice shop is higher than that of other rice shops, and the business of the rice shop is booming.
2. Service value
Service value refers to all kinds of additional services provided by enterprises to customers with the sales of product entities, and service value is one of the important factors that constitute the total value of customers. With the development of science and technology, the quality difference between products is getting smaller and smaller, and there are more and more similar products, so it is more and more difficult to increase the differentiation of products only through their own characteristics. In order to enhance their own competitive strength, enterprises began to pay attention to the development of added value of products, and service is a part of added value, and it is a very important part, which has been widely valued by enterprises. Therefore, while providing high-quality products, providing consumers with perfect services has become the new focus of modern enterprise market competition.
While improving the quality of rice, Wang Yongqing has gone further in service. At that time, it was the users themselves who bought rice and shipped it home. This is nothing for young people, but it is very inconvenient for some old people; At that time, young people were busy making a living all day, working long hours and it was inconvenient to buy rice. The task of buying rice can only be undertaken by the elderly. Wang Yongqing noticed this detail, so he went beyond the routine and took the initiative to deliver the goods to the door, making it convenient for customers to buy.
Marketing is the art of sales, the strategy of satisfying others, and the wisdom of improving cost performance. Through enterprise's own breakthrough and innovation, Wang Yongqing has continuously improved product quality and service quality, achieved customer satisfaction, won competitive advantage, and created enterprise's sales profit.
3. Personal value
For customers, people's value is mainly manifested in service attitude, professional knowledge, service skills and so on. Employees directly determine the quality of products and services provided by enterprises to customers, and the value of people has great influence on enterprises and customers. Customers are at the service terminal, and the value of front-line personnel is to satisfy customers.
Every time he sends rice to a new customer, Wang Yongqing will carefully write down the capacity of the rice jar in this family, and ask how many people in this family eat, how many adults and children there are, and how much each person eats. Based on this, he estimated the approximate time for the family to buy rice next time and recorded it in the book. At that time, he didn't have to wait for customers to come to his home, so he took the initiative to send the corresponding amount of rice to customers' homes, and took out the old rice in the jar. First, he put the new rice in the jar, and then put the old rice on it, so as to avoid the remaining rice from being moldy for a long time. Wang Yongqing's small move deeply touched many customers and made them make up their minds to buy his rice, which greatly improved their loyalty to the enterprise.
The same is selling rice. Why did Wang Can Yongqing's business reach this level? The key is that he is careful! Study customers, study customers' psychology, study customers' needs and study how to meet customers' needs. Instead of simply selling simple products to customers, we turn customers' needs into our own service items and send them to customers together with the products. Market competition is human competition. When Wang Yongqing can provide professional and enthusiastic service to customers and continue to create more value for customers than competing products, customers' choice of your products will be more firm and lasting.
4. The value of the image
Value of the image refers to the value generated by the overall image of an enterprise and its products in the public. Including the value generated by the products, technology, packaging, trademarks and other images of the enterprise. , as well as the value generated by the company and its employees' business behavior, service attitude, work style and other behavioral images. Value of the image is closely related to product value, service value and human value, and to a great extent is the reflection and result of the comprehensive function of the above three aspects. A good brand image is a valuable intangible asset of an enterprise, which helps to simplify the purchase decision and enhance the purchase confidence. Therefore, enterprises should attach great importance to their own image-building and bring greater value to enterprises and customers.
There are nearly 30 rice shops in the small Chiayi, and the market competition environment is very fierce. Wang Yongqing created the brand image of the rice shop by improving the product value and details, and established a value of the image that is different from and superior to other rice shops. Business in Wang Yongqing is getting better and better. He started from this millet shop and eventually became the "leading boss" of Taiwan Province's industry today. Therefore, moving service is not only covered up with smiles and service slogans, but integrated into every detail of work. If you measure it, the standard of measurement is: Do you seriously consider the convenience and interests of customers in every link of communication with customers? In today's highly developed technology and product convergence, if an enterprise wants to survive and develop, it can only create its unique image charm value and win customers' hearts if it is willing to provide customers with convenient, affordable, effective and valuable services.