贩卖运营职员怎样用科技进步客户透明度和生命周期代价

笔者上世纪九十年月中期开始从事****营业，其时金融处事行业开始向零售商奉行贩卖最佳实践。金融处事公司其时想缔造一种贩卖文化，一洗此前的“机械”形象。其后雇用模子（贩卖配景和财政配景的区别）变了，实体店位置换了（安装了咖啡吧和沙发），还开设了贩卖培训课程。

To keep a customer “sticky” to our bank, we were told to sell three to five products to a customer. Statistically, this was the right number of products that had been shown to make it harder for a customer to leave the bank. Additionally, customers were more likely to buy other products from the bank and thus mitigate attrition possibilities. Recent data continues to support this strategy:

为了让客户“粘上”我们的****，我们被奉告要向客户出售三到五种产物。从统计学上讲，这个数字是个正确的产物个数，数据表现，产物到了这个数字后客户就很难分开****了。其它，客户也更有也许从统一家****购置其他产物，因而可以镌汰呈现消费的也许性。最近的数据如故支持这种计策：

* According to the XM Institute, loyal customers are five times as likely to repurchase, five times as likely to forgive, four times as likely to refer and seven times as likely to try a new offering. Additionally, increasing customer retention by 5% can increase profits by between 25% to 95%.

• 按照XM Institute的数据，忠诚的客户再购置的也许性达五倍之高，包涵的也许性为五倍，转介的也许性为四倍，实行新产物的也许性为七倍。另外，客户保存率进步5%后可以令利润进步25%至95%。

* According to the CallMiner Churn Index 2020, US companies lose 6.8 billion per year due to avoidable consumer switching.

• 按照CallMiner Churn Index 2020的数据， 因为斲丧者跳槽每年的丧失达1368亿美元，美国公司可以停止这个丧失。

_Technology and customer relationship transparency_

技能和客户相关的透明度

New technologies have enabled organizations to gain a complete picture of human and non-human interactions, driving an improved understanding of customers (customer relationship transparency). The customer insights that organizations can glean, via technology versus human interactions, have continued to increase customer relationship transparency. Resulting transparency arms sales operations and reps with greater insights. These insights equip sales operations teams with the data and information needed to automate administrative activities, like when a rep sends an email to a client. This also allows sales reps to focus their attention on the human interactions of the sales cycle, thus differentiating themselves, their organisation, and their solutions.

新科技令一众组织可以全面相识人与物之间的互动，增长了对客户的相识（客户相关透明性）。而组织又可以通过科技与人类的交互网络客户看法，进一步增进客户相关的透明度。由此发生的透明度可以令贩卖运营及贩卖署理职员得到更深刻的看法。同时这些看法则为贩卖运营团队提供了自动化打点勾当所需的数据和信息，譬喻在贩卖署理向客户发电子邮件时。这也使得贩卖署理可以将留意力齐集在贩卖周期的人际互动上，从而令本身、组织息争决方案脱颖而出。

So, the question becomes, how can we use technology to increase customer value and retention?

那么题目就成了，我们怎样行使科技到达增进客户代价和保存率的目标呢？谜底在下面：

* **Leverage customer survey insights.** By automatically deploying customer surveys like Net Promoter  Score and other loyalty surveys, sales operations can analyze the results and correlate scores with the likelihood to buy additional products or determine the right time to ask for a referral. Equipped with this knowledge, automated prompts can be sent to sales reps to notify them that the timing is right to act.

• 操作客户观测的洞察力：贩卖运营可以举办自动陈设客户观测（譬喻Net Promoter  Score和其他忠诚度观测器材），再说明获得的功效得出分数与购置其他产物的也许性的相干性，或是确定吻合的时刻向客户提转介的事。而具备了这些资料后，还可以自动向贩卖署剃头出提醒，关照他们采纳动作的正确机缘。

* **Increase retention through adoption/utilization analysis.** By leveraging AI, sales operations can set thresholds regarding low, medium, and high adoption or utilization rates. These rates can then be associated with retention/attrition rates. Alerts can be automatically pushed out to sales reps to alert them of these rates so that reps can take the appropriate actions (e.g., create engagement, renewal, retention plans).

• 操作回收/行使率说明增进保存率：贩卖运营可以操作人工智能配置回收率或操作率都低端、中端和高端阈值。再将这些比率阈值与保存/消费率关联起来。有关阈值的警报可以自动发送给贩卖署理，提示他们阈值的呈现，贩卖署理因此可以采纳恰当的法子（譬喻拟定参加、续约、保存打算）。

* **Increase customer lifetime value.** By leveraging technology to analyze how long a customer has been a client, how many products they’ve purchased  and what their annual year-over year spend is, insights can be quantified, and organizational value assigned. These thresholds can then be correlated with certain sales activities to drive retention or growth strategies by the sales rep.

• 进步客户生命周期代价：操作科技能说明客户开户多久了、购置了几多产物以及他们的年度支出是几多，进而可以量化看法以及分派响应的组织代价。上述的阈值还可以与一些贩卖勾当一路举办相干性说明，到达敦促贩卖署理的保存或增添计策的目标。

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