내가 사업 기획을 할 때마다 읽고 또 읽고 하는 구절이 있다. Patricia B. Seybold의 “Customers.com:How to create a profitable business strategy for the internet”이란 책에서 나오는 e-business의 8개의 KFS( Key Factor for Success)이다.
| 1. Target the right customers- * Know who your customers and prospects are. * Find out which customers are profitable. * Decide which customers you want to attract (or keep from losing). * Know which customers influence key purchases. * Find out which customers generate referrals. * Don't confuse customers, partners, and stakeholders. 2. Own the customer's total experience- * Deliver a consistent, 'branded' experience. * Focus on saving customers time and irritation. * Offer peace of mind. * Work with partners to deliver consistent service and quality. * Respect the customer's individuality. * Give customers control over their experience. 3. Streamline business processes that impact the customer- * Start by identfying the end customer. * Streamline the process for key stakeholders. * Continuously improve the process based on customer feedback. * Give everyone involved a clear view of the process. 4. Provide a 360-degree view of the customer relationship- * Provide one-stop shopping for the customer. * 'Remember' everything your company know about the customer. * Ensure that everyone in the company has access to the complete customer picture. * Put an underlying technical infrastructure into place to provide a 360-degree view. 5. Let customers help themselves- * Let customers help themselves to information and perform transactions on-line. * Let customers interact using whatever media they choose. * Give customers the ability to design their own products. 6. Help customers do their jobs- * Develop a deep understanding of how your customers do their jobs. * Continuously refine your business processes to make it easier for your customers to do their jobs. * Give customers direct access to your inventory. * Gve customers the ammunition and tools they need to make purchasing decision. * Prepare bills the way your customers need them. * Make it easy for your customers to satisfy their customers. 7. Deliver personalized service- * Develop a warm, personal relationship with each customer. * Let customers specify and modify their profiles. * Custom-tailor information presentation and offers based on customers' profiles. * Provide appropriate service and information based on customers' needs. * Give customers access to their transaction histories. * Encourage customers to 'leave something of themselves behind.' 8. Foster community- * Seduce customers into the fold. * Introduce customers to others with common interests. * Introduce and reinforce common terminology and values. * Let customers 'strut their stuff.' * Encourage customers to become part of the 'in crowd.' Finally, she writes, "I strongly recommend starting with the first success factor, targeting the right customers. If you don't start there, the rest of the factors may be well executed, but you'll be wasting time on the wrong customer population. After that, however, there are no hard-and-fast rules to decide which success factor to work on next. Indeed, most of these factors are interrelated, and you'll find, as you begin to focus on one, that you've gone a long way towards finding solutions to others." |
한국말로 굳이 번역을 하자면 아래와 같다.
1. 고객을 올바로 Targeting하라
2. 고객들의 경험을 완전히 소화하라
3. 고객에게 영향을 미치는 기업의 모든 Process를 고객 중심적으로 일관되게 재정비하라
4. 기업전반에서 벌어지는 고객과의 관계에 대한 총체적인 시각을 제공하라
5. 고객들이 필요한 일을 스스로 할 수 있도록 만들어라
6. 고객들이 하는 일을 성공적으로 수행할 수 있도록 만들어라
7. 개인화된 서비스를 제공하라
8. 고객들로 구성된 커뮤니티를 구축하라
사업 성공 요소의 중심은 모든 경영 활동이 철저히 고객 중심적이 되는 것이며, 이를 근간으로 전략, 프로세스, 기술 및 조직 측면에서 세부 항목들을 도출한다. 모바일 산업과 인터넷 비즈니스는 매우 유사하지만 가장 근본적인 차이가 있다. 그것은 고객은 End User만 있는 것이라 아니라 통신사라는 VIP 고객이 있다는 것이다.
나는 꿈꾼다....
통신사가 고객이 아닌 모바일 왕국을........
* 2007/03/15 20:40에 작성한 글의 백업본입니다.
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