The most important thing for an enterprise is customer value \ r \ n \ r \ What is the most important thing for an enterprise? Human resources experts will say that human resources of enterprises are the most important, technical experts say that unique core technologies are the most important, corporate culture experts will say that corporate culture is the most important, and some people may say that brands are the most important. But today, I want to say that they are all wrong. For an enterprise, customer assets are the most important, because it can bring sustained and stable profit returns to the enterprise. The quantity and quality of loyal customers maintained by a company are the intangible strategic assets of this enterprise. Recently, Professor Wang Tao, Head of Marketing Department of Wuhan University, gave a lecture on strategic marketing management to students of Zhejiang EMBA class of Zhongnan University of Economics and Law. He said that the reason why we say that customers are the most important is because customers can bring four values to enterprises, namely, purchase value, word-of-mouth value, knowledge value and transaction value. \ r \ n \ r \ The most important thing for an enterprise is not brand, technology and talents, but customer assets. Professor Wang said that different departments have different views on what is the most important for an enterprise. Human resources experts will say that human resources are the most important, technical experts may say that unique core technologies are the most important, corporate culture experts will say that corporate culture is the most important, and some people may say that brands are the most important. We don't deny their importance, but we must understand that these talents, technologies and brands are all tools to gain profits from customers. A company can make profits through talents or technology, but the source of profits is customers. Tools can't replace goals. The real goals are customers. \ r \ n \ r \ Many people may think it is a brand, and your brand premium may be as high as several hundred million, but if you leave the customer base, the brand will become a piece of waste paper. For example, your Hongta brand is very famous. Suppose you try taking Hongta cigarettes to Iceland, will smokers there recognize your Hongta cigarettes? It is China smokers who truly recognize Hongta brand, and these customers are the important foundation for maintaining the brand's survival. All brands have a fixed customer base, and only for this customer base will she have a brand effect. It is meaningless to talk about brands by brands. \ r \ n \ r \ Customer's purchase value-Only when individuals or many times buy the most superficial products we usually see, the contribution of customer's purchase behavior to your product profit reflects the customer's purchase value. And if the customer is satisfied with my product, he will buy it again and again, which will bring me a lot of purchases and gradually bring lifelong purchase value. We find that many companies make great efforts to develop new customers, but lose old customers who only need a small amount of manpower and material resources to maintain. As a result, I picked up sesame seeds and lost watermelon. \ r \ n \ r \ Customer's word-of-mouth value-drives people to buy products. If a customer is satisfied with a product, he will tell three to five people that he is satisfied; If the customer is not satisfied, he will tell eleven or thirteen people that he is not satisfied. Zhongnan University of Economics and Law EMBA07 Zhejiang class has a student who is the principal of a private middle school. There is a very interesting practice in their school, that is, after the examination results of each semester come out, the school requires teachers to write term comments for each student. This comment is very demanding, and it must be handwritten. It tends to be written on the side of encouraging children and then sent out. Many of these schools may have done it, but this school is different from other schools. However, this school sends students' report cards to their mother and her work unit, not their home or their father's work unit. In this way, female parents will be very happy to see their children's excellent performance in school. When they are happy, they will praise how good this school is, so that the children of colleagues in the woman's parents' unit can go to this school. This is the power of word of mouth. Such customers bring the spread value of word of mouth to enterprises. According to word of mouth, he is an information dissemination tool, and word of mouth and advertising have different advantages. Advertising is more effective for new products, and word-of-mouth value is more effective for old products. \ r \ n \ r \ Customer's knowledge value-help enterprises upgrade their products. Your loyal customers can not only buy your products, but also advertise for you. More importantly, they can give you feedback and tell you how they feel after using the product. Through communication, you may get a lot of inspiration from the customer's words, or find the shortcomings of the product, such as cumbersome operation, time-consuming and laborious. \ r \ n \ r \ Transaction value of customers-unlimited mining may be unimaginable for many people, and customers still have transaction value. There are two kinds of transaction value. One is the internal, inter-product or upward transaction value. For example, customers may be loyal to one of your products at first, but then they gradually like other products produced by your company. Haier, which succeeded in China, only had advantages in refrigerators at first, and then gradually developed into other electrical appliances, such as air conditioners, color TVs, washing machines, computers and other products, and Haier's loyal customers gradually became interested in these products. Upward transaction value refers to the value brought by product upgrading. For example, Microsoft keeps introducing new models of operating systems and supporting software, which makes users keep following its footsteps and buying new products from Microsoft. \ r \ n \ r \ The so-called foreign transaction value refers to the added value generated by forming strategic alliances with specific enterprises with the same target customers. How to understand it? For example, in the real estate industry, in addition to selling houses, real estate developers can also cooperate with some decoration companies, telecom operators and insurance companies to tap the remaining consumption space of owners. \ r \ n \ r \ n nTherefore, the most important thing for an enterprise is customer value. With customers, we can constantly tap the potential value or deep-seated value of customers. A good customer can not only bring you purchase value by himself, but also mobilize people around him to generate purchase value for the enterprise. It can also help enterprises to upgrade their products and drive more consumers to buy their products and generate value. Finally, he can bring more transaction value to the enterprise, which is the customer's.