2012年2月7日 星期二

[產業] 專注在你的客戶

最近Seth Godin在他的blog發表了這篇: Who is your customer? 的文章
真的讓人有蠻多的感想

尤其是下面這段:

Zappos is a classic customer service company, and their customer is the person who buys the shoes.
Nike, on the other hand, doesn't care very much at all about the people who buy the shoes, or even the retailers. They care about the athletes (often famous) that wear the shoes, sometimes for money. They name buildings after these athletes, court them, erect statues...
Columbia Records has no idea who buys their music and never has. On the other hand, they understand that their customer is the musician, and they have an entire department devoted to keeping that 'customer' happy. (Their other customer was the program director at the radio station, but we know where that's going...)
Many manufacturers have retailers as their customer. If Wal-Mart is happy, they're happy.
Apple had just one customer. He passed away last year.
And some companies and politicians choose the media as their customer.


太多的人並沒有真的搞清楚自己真正的客戶在哪裡

就連普通的上班族,都應該搞清楚自己的客戶其實是在自己的主管
如果是FAE,那麼你的客戶就是你所服務對口的客戶
而最讓我震撼的是以下這句:Many manufacturers have retailers as their customer. If Wal-Mart is happy, they're happy.

是的,我們一直都以為製造業應該以消費者為目標地銷售
想出促銷方案、提出好的廣告策略

然而,卻忘了在這通路至上的時代
這些零售商才是製造業真正的客戶
如何滿足這些零售商?
如何幫助他們創造更多的利潤?
如何幫助他們吸引更多的人進來消費?
以上這些問題才是製造業應該好好注意的課題阿

大伙,你搞懂你的客戶在哪裡了嗎?



張貼留言