part 1 产品中心化向客户中心化发展
-Traditional steps in running a business…
The goal of the firm is to maximize shareholder value
Maximum profits through volume and cost reductions
Market share as a key performance indicator
Growth through extending the product
Product-oriented organizational structure
The competitive advantage: product expertise
!! This is the product-centric approach to business…
-graphic
part 2 Cracks in the product-centric approach（产品中心化的缺陷）
Technology-enabled product development -》 commoditization（商品化）
Technology-enabled delivery-》retail saturation（零售饱和）
Technology-enabled information flow -》smart customers（聪明的顾客）
Globalization（全球化）
Deregulation（规则弱化）
Customers want “end-to-end solutions,” which may require products/services from multiple vendors（客户需求全面）
Information systems enable customer-level tracking（信息发展）
part 3 以数据为依托的业务模式CUSTOMER CENTRICITY
Harrah’s
Tesco
part 4 为直销欢呼三声
-Three cheers for direct marketing!
The individual customer is the unit of analysis
Know who their customers are and what they buy
Aim to determine marketing communication based on past purchases
Constantly determine (and leverage) individual customer value
-书籍推荐
part 5 哪家公司采用客户中心化思想
Walmart：不了解任意一个客户，无客户忠诚度培养方案，但了解客户整体，了解地域差异；没有想过做直销商，而是以产品为中心，批量生产，降低成本，提高质量；app里有欲购买的商品总价，既可以节省计算时间，又能让沃尔玛了解客户。
Apple：典型的“性能优势”企业，不会花过多时间分析市场，得到客户需求以及去认真分析市场细分，了解客户潜在的需求可能，其重点是产品的专业知识，利用已开发产品，来弄清下一个要开发的产品，所以其是一个“产品中心化”的公司，而且做得最好。
Starbucks：有趣的矛盾体，微观上说，星巴克及咖啡零售商都是以客户为中心的，但如果去了不同地区的星巴克，你的兴趣取向就不被了解，你的过去并不被熟知，但星巴克通过一些技术，了解你曾经的选择。
Nordstrom：连锁店，有一个人曾退轮胎（Nordstrom并不卖），但公司退款了。愚蠢还是以客户为中心？要考虑顾客的在此购买商品的期望值，一切取决于客户的价值，未来价值，客户的终身贡献价值，如果看不到客户价值，或是很低，则会礼貌拒绝。nordstrom显然选择的对象过多，服务的群体过广，从而失去了很多机会，没有估算顾客的未来价值，但现在信息时代，ta可以收集数据以分析。
part 6 客户中心化的概念
-What is customer centricity ?
Customer centricity is a strategy that aligns a company’s development/delivery of its products/services around the current and future needs of a select set of customers in order to maximize their long-term financial value to the firm.（指定客户类别，与产品中心化的不能选择类别不同，因其想扩大市场，但客户中心化指定客户是很难与大多企业相容的，成本会增加；专注于将选定的客户长期价值收益最大化，IBM的推荐其他公司产品，即使对自身产品有影响，但得到的信任与客户忠诚度是可观的；思维转变，能给客户带来什么样的价值，而不是在市场中推出什么新的产品）
Customer centricity requires the company to be willing and able to change its organizational design,performance metrics, and employee/distributor incentive structures to focus on this long-run value creation/delivery process.（客户中心化，要求我们要有前瞻性，不仅要为现存客户提供服务、产品，还要通过数据分析，得出哪些人是潜在客户可以争取；不仅要计算给了客户什么产品，也要保证在那个同时，有没有提高客户的终身价值，增强与客户间的关系，便能创造本身也许并不可能的购买，但这需要信心、数据以及模型；前瞻类的激励模式很奏效；客户中心化要求我们向前看，找出有价值的客户，做一些准备，使客户了解我们有了详细的准备，这就是可期待的投资）
part 7 生活在客户中心化世界里
The goal of the firm is to maximize shareholder value
Celebrate customer heterogeneity: distinguish the profitable customers from the less profitable ones（提倡客户的异质性）
Focus on future profitability (customer lifetime value顾客永久价值) rather than past profits
Success arises through enhanced (and/or more efficient)customer acquisition, retention, and development（客户获取，客户保留，客户开发）
Customer-centric organizational structure
The competitive advantage – “relationship expertise” with respect to focal customers
part 8 对客户中心化的更多反思（顾客中心化悖论，一多宜俱多）
Customer centricity does NOT suggest that “nonfocal” customers should be ignored or “fired;” to the contrary, it is important to have a healthy proportion of such customers to add a high degree of stability and robustness to the overall customer base. (Think of them like cash in an investment portfolio.)
Taking this idea further, there is a paradox of customer centricity: the more that a firm tightens its central focus on a select group of customers, the more it needs its “non-focal” customers to stabilize the overall mix.
part 9 与客户中心化相关的问题
- Who is the customer? Can your organization come up with a single, consensus answer to this question, or can you at least reconcile the roles/relationships of the different potential customers?（宝洁公司顾客定位为零售商，应确定自己的客户群）
- What are the major barriers to account for? Develop a comprehensive list, ranked by the importance/difficulty of each barrier.（面临的问题，也许收集数据难，或者是遇到监管问题）
- What resources can you utilize to overcome these barriers?（能够引出什么资源来解决面临的问题或借此掌握先机）
- Thoughts about what competitors are doing in this area?
- Does it make sense for your organization to become customer centric? If so, what should be your immediate goals and medium-term expectations?
