「釋義」

客戶成功是指確?？蛻粼谑褂卯a(chǎn)品或服務(wù)時(shí)獲得成功、達(dá)到預(yù)期效果的商業(yè)方法?？蛻舫晒κ且躁P(guān)系為中心的客戶管理，使客戶和供應(yīng)商的目標(biāo)一致，以達(dá)到互惠互利的結(jié)果。有效的客戶成功策略通常會(huì)減少客戶的流失率，增加向上銷售的機(jī)會(huì)?？蛻舫晒Φ哪繕?biāo)是讓客戶盡可能的成功，從而提高公司的客戶終身價(jià)值（CLTV）。

「應(yīng)用場(chǎng)景」

重新思考客戶群體劃分，關(guān)注的是公司目標(biāo)客戶的問題。確定了目標(biāo)客戶，銷售組織就要開始思考如何銷售。傳統(tǒng)銷售流程通常是收集線索、展望前景、展示產(chǎn)品、完成銷售。許多銷售人員用了數(shù)十年時(shí)間學(xué)習(xí)和實(shí)踐這一流程。而基于使用量的模式需要的流程與此不同。“完成銷售”成了過渡階段，因?yàn)橹挥锌蛻衾^續(xù)大量使用服務(wù)，才能給公司帶來大量收入。行業(yè)內(nèi)用一個(gè)委婉的詞稱呼這一現(xiàn)象：客戶成功（customer success）?？蛻舫晒χ饾u成為企業(yè)銷售思路的主流。微軟首席財(cái)務(wù)官埃米·胡德（Amy Hood）說，“在基于使用量的商業(yè)模式里，客戶成功就是一切，因?yàn)榭蛻舫晒?huì)隨著時(shí)間自行增長(zhǎng)。”

Rethinking customer segmentation focuses on the question: Who are the company’s target customers? Once they are identified, the sales organization must focus on how to sell to them. The traditional sales process typically involves generating leads, qualifying prospects, demonstrating products, and closing sales. Many salespeople have spent decades learning and implementing that routine. A consumption-based model requires a different process. “Closing the deal” becomes an interim step because the contract will generate substantial revenue only if the client subsequently uses the service at high volume. The industry’s euphemistic term for this is “customer success,” and it has begun to dominate the way companies think about selling. As Microsoft’s chief financial officer, Amy Hood, puts it, “Ultimately, in a consumption-based business, customer success is all that matters, because it builds on itself over time.”? ?

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以上文字選自《哈佛商業(yè)評(píng)論》中文版2021年3月刊《從出售產(chǎn)品轉(zhuǎn)為出售服務(wù)》

道格·鐘（Doug J. Chung）?| 文

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