客户忠诚度的驱动因素 - 销售影响力播客 - SIP 597

欢迎收听《销售影响力》播客，我们将探讨人们购买行为背后的动机。我是主持人维克多·安东尼奥，非常高兴今天能与大家相聚。再次感谢各位的参与，我十分珍惜你们的时间。

Welcome to the Sales Influence Podcast, where we talk about finding the why in how people buy. I'm your host, Victor Antonio. Super excited to be with you guys here today. Again, thank you for joining me. I appreciate your time.

顺便说一句，我非常重视你们的反馈。我在网上收到了很多建议。另外，如果你们还没有在iTunes或Stitcher上给我留言评价，若真心喜欢这个播客，请务必去留言。好了，我现在正专注于研究客户忠诚度。

By the way, I do appreciate your feedback. I got a lot of that stuff online. And again, if you have not left me a review on iTunes, Stitcher, please do so if you really dig this podcast. Alright. I am on a loyalty trip right now.

没错，就是客户忠诚度。我想弄明白究竟是什么驱动着客户忠诚。现在如果我问你这个问题——什么驱动客户忠诚？请立即思考一个答案。现在就想，什么驱动客户忠诚？

Yes, a loyalty trip. And that is I want to understand, you know, what drives customer loyalty. Now, if I were to ask you this question, what drives customer loyalty, think of an answer right now. Think of an answer. What drives customer loyalty?

你会如何定义客户忠诚？我可以保证，如果我问10个人同样的问题——如何定义客户忠诚？或这是什么意思？我会得到10种不同答案。所以我一直在寻找量化方法。

How would you define customer loyalty? And I can guarantee you that if I were to ask 10 people that same question, How would you define customer loyalty? Or What does that mean? I'll get 10 different answers. So I've been on this search for trying to understand how can I quantify?

这是我的工程师思维在作祟。了解我的人都知道我有工程学位。我的工程师思维告诉我：我不喜欢那些玄乎、空洞、虚幻的概念。我需要可量化的标准，给我些实证数据。所以当人们问'什么是忠诚'时，

This is my engineering brain, right? For those of you who know, I have an engineering degree. And my engineering brain says, You know, I don't like the esoteric, fluffy, ethereal stuff. I need you to quantify this for me, and quantify by me and give me some empirical data. And so when people say, What is loyalty?

我说：嘿，给我些数据，一些能让我啃得动的东西。总之，我终于找到了一个能用实证方式定义忠诚度的绝佳答案。当时我正在读一本书——这是本好书，我要强烈推荐——

I said, Yo, give me some data, something that I can just bite into. Well, anyway, I finally found what I consider a great answer to defining loyalty in a very empirical way. Now, I was reading a book. It's a great book. I'm going to highly recommend this.

不是一般推荐，我要双倍强烈推荐这本书。书名是《轻松体验》，作者是迪克森、托曼和德利西亚。希望我没记错名字。

Not going to highly recommend it. I'm a 2X highly recommend this book. It's called The Effortless Experience. The Effortless Experience, written by Dixon, Thoman, and Delicia. I think I got those names right.

我关注一位名叫马特·迪克森的人。我非常欣赏他的工作。他曾在一个名为CEB的组织任职，我认为CEB代表企业执行委员会，后来该组织被高德纳收购。马特·迪克森，你可以查查他，关注他，我就关注了他。我非常喜欢他的内容。

I follow a guy by the name of Matt Dixon. I love his work. He used to be with an organization called the CEB, which I think stands for the Council Executive Board, which was bought out by Gartner. Matt Dixon, look him up, follow him, I follow him. I love his content.

总之，这本《轻松体验》的书，我实际上已经读了两遍，甚至考虑读第三遍。这本书就是这么好。谁该读这本书？如果你关心客户忠诚度、客户黏性、如何让客户持续选择你、提高留存率，那么我建议你读这本书，特别是中小型企业主。如果你是大企业员工，更应该读这本书。创业者也可以读来提升自己。

But anyway, this book, The Effortless Experience, I literally have read it twice and I think I might go for a third read. That's how good this book is. Who should read this book? If you're concerned about customer loyalty, stickiness, getting customers to stick with you, increase retention, then I'm going to suggest you read this book, especially if you're a smallmedium sized business, and if you're definitely an enterprise company, you should read this book. If you're an entrepreneur, read it for your own edification.

但说实话，除非你是中小型企业，否则这本书对你的帮助有限。不过书中提供的数据和见解确实令人惊叹。在这次播客中我想重点强调的是忠诚度，因为忠诚度至关重要。记住，我们始终要努力降低客户流失率，换句话说就是要留住更多客户。

But really, unless you're a smallmedium sized business, this book will not help you as much. But again, the data and the insight in this book is just incredible. But the one that I want to highlight during this podcast is loyalty, because loyalty matters. Remember, we're always trying to reduce or I say decrease our churn. In other words, we're trying to retain more customers.

有句老话说：留住客户的成本只有开发新客户的六分之一。让我再说一遍：留住客户的成本只有开发新客户的六分之一。根据不同研究显示，现在这个数字已经上升到10%到25%——留住客户比获取新客户便宜这么多。换句话说，获取新客户正变得越来越难。因此我们提升客户留存和忠诚度的能力就愈发重要。

Now, there was an old saying back in the day that it's six times cheaper to keep a customer than to go out and get one. Let me say it again: six times cheaper to keep a customer than it is to go out and get one. Well, depending on which study you believe, that number has risen to 10 to almost 25% cheaper to keep a customer than it is to go out and get one. In other words, it's becoming that much harder to get new clients. So our ability to retain, increase the loyalty factor matters.

这本《轻松体验》出版于2013年，但别被出版年份迷惑。这本书极具价值，我认为在当下甚至更具现实意义。书中提到了一个概念叫'客户努力度'，说的是如今客户希望获得无缝的购买体验。换句话说，你让购买过程越顺畅，客户选择你的可能性就越大。

Now, in this book, The Effortless Experience, it was written in 2013, but don't let the date fool you or the year. This book is valuable, and I think today it matters even that much more. And in the book they're talking about something called effort, right? That customers today want to experience a frictionless buying experience. In other words, the more frictionless you can make the buying experience, the easier you can make it for a customer to buy from you, the more likely they are to stick with you.

在研究忠诚度时，他们提出了三个衡量指标。这点特别吸引我，因为你会如何衡量忠诚度呢？这里有三个维度可供参考：第一是复购意愿，即客户是否会再次购买？

And when they looked at loyalty, they gave three parameters that they look at. And this caught my attention, because how would you measure loyalty? Well, here are three, I'll say, dimensions that you can use to measure customer loyalty. The first one is repurchase intent. In other words, are they likely to buy again?

这是最直观的指标。复购意愿意味着当客户进行第二次、第三次购买时，很好，这是客户忠诚度的第一个信号。但忠诚度不仅体现在复购意愿这个第一维度上，第二个维度是消费金额的增长。

That's an obvious one. Repurchase intent. In other words, when a customer buys a second or third time, great. That's the first signal that you have a loyal customer. But not only repurchase intent that's the first dimension the second dimension is increased spend.

这就是所谓的‘增加消费’。那么他们的复购意愿如何？如果客户从你这里购买或有复购意向，这是忠诚度的一个方面，你可以通过购买次数来衡量。观察购买频率，他们从你这里购买了多少次，实际上就能衡量复购意愿。而增加消费意味着他们不仅再次购买，而且购买得更多。

That's the phrase, increased spend. So what is their repurchase intent? If a customer buys from you or intends to repurchase, that's one aspect of loyalty, And you can measure that by how many times. If you look at the frequency, the amount of times they've bought from you, you can actually measure repurchase intent. But then increased spend means they're not only buying from you again, they're buying more from you again.

再次强调，回溯并分析数据会很有趣：看看他们是否在购买、频率如何、购买间隔多长、最近一次购买是什么时候，然后观察他们是否买得更多。换句话说，你是否能向他们追加销售或交叉销售你拥有的其他产品？第三点与‘净推荐值’相关，即口碑传播。换句话说，他们有多大可能推荐你的公司或产品？这就是净推荐值的问题，对吧？

And again, it would be interesting to go back and look at your data to see are they buying, what's the frequency, how often are they buying, what's the recency, how often do they buy, and then look at are they buying more. In other words, are you able to upsell them or cross sell them on different products that you may have? Now, the third one, and this one ties into something called the Net Promoter Score, and that is word-of-mouth. In other words, how likely are they to recommend your company or your product? That's the Network Promoter Score question, right?

你有多大可能推荐我们的产品或公司？现在，将这三个维度——复购意愿、增加消费和口碑（净推荐值）——交叉分析，就能看出客户的忠诚度。那么，如果你是一家中小型企业或大型企业，该如何应用这一点呢？再次强调，回溯数据：他们多久购买一次？

How likely are you to recommend our product or our company? Now, the intersection of these three things repurchase intent, increase the spend, and word-of-mouth the Net Promoter Score those three things give you an indication of how loyal your customers are. So how would you apply this if you're in a smallmedium sized business or, again, enterprise company? Again, let's go back and look at the data. How often are they buying?

频率如何？最近一次购买是什么时候？购买新近度和频率，对吧？这就是复购意愿。他们是否再次购买？如果没有，那就需要注意了——这是个警示信号。

What's the frequency and how recent? Recency and frequency, right? So that's repurchase intent. Are they buying again? And if they're not buying again, uh-oh, that's an indicator.

他们不再购买了，为什么？尤其是当我们有一系列他们本应购买的产品时。换句话说，这些产品本应容易进行追加销售或交叉销售。所以查看数据，看看他们是否再次购买——这才是关键。

They're not buying again, why? Especially if we have a portfolio of products that they should be buying from. In other words, easy upsells or cross sells. So look at the data and see are they buying again? That's the thing.

首先要看的是复购情况。如果他们不再购买，那就有问题了。接着观察消费增长情况，看看那些回头客是否维持相同的购买金额。如果金额相同，这不算坏事；但如果买得更少，就不是好迹象。

First thing you look at is repurchase and if they're not buying again, we have a problem, Houston. Then look at increased spend. Then look at those people who are coming back and buying from you and see if they're buying the same amount. If they're buying the same amount, that's not bad. But if they're buying less, that's not a good indicator.

但如果他们买得更多，这就是积极信号——说明他们热爱你的产品，喜欢你产品线中的某些部分，想要购买更多产品，并且从你这里增加了消费。所以重申一遍：复购意愿——他们是否回头？是否购买？如果是，很好；如果不是，那就糟了。

But if they're buying more, that's a positive indication that they love your product and they love part of your portfolio and they want to buy more products and they're buying more from you. So again, repurchase intent are they coming back? Are they buying? If yes, great. If not, uh-oh.

如果他们回头购买，购买量是多少？是维持原量？还是减少了？哦不。如果购买量增加了，这又表明你拥有了一位忠实客户。

If they're coming back to buy, how much are they buying? Are they buying the same amount? Are they buying less? Uh-oh. If they're buying more, this is another indication that you have a loyal customer.

第三部分是口碑传播，也就是净推荐值问题：你有多大可能向朋友或同事推荐我们的产品或服务？或许你需要做个小调查。想象一下，你向这些特定客户发送调查问卷。换句话说，你筛选出一个客户群体，然后再次关注复购意愿和消费增长，但这次你发出了问卷：您有多大可能推荐我们的产品？

And then the third piece, word-of-mouth, the Net Promoter Score question is, you know, how likely are you to recommend our products or service to a friend or a colleague? Maybe you need to do a little survey there. Now, imagine if you send out a survey to these specific customers. In other words, you pick out a customer block, and then you're looking at, again, repurchase intent, you're looking at increased spend, but now you send out a survey. How likely are you to recommend our product?

你可以进行评分，根据评分结果就能判断客户的忠诚度。再次强调，将复购意愿、消费增长和口碑传播这三项指标结合起来，找到它们的交集，你就能初步了解客户的忠诚度。我特别喜欢这个方法的原因是它有数据支撑——通过数据分析实际复购意愿，查看销售数据追踪消费增长，再通过问卷调查了解口碑传播。将这三者结合起来，记住我们的目标不仅是留住消费客户，更要让他们持续消费并展现忠诚。

And you can do a scoring, and based on the scoring, that will give you an indication of how loyal that customer is. So again, taking these three things together repurchase intent, increased spend, and also word-of-mouth, being able to put those three, find the intersection of those three, you may start getting an idea of how loyal your customers are. And again, what I love about this approach is that it's got data behind it. You can do data to get the actual repurchase intent, look at sales, increase spend, look at sales, and word-of-mouth, let's do a survey. Put all these three things together and remember, the goal here is to keep customers who are buying, but not only keep them, but keep them buying more and demonstrating their loyalty.

以上就是本期《销售影响力播客》的全部内容。别忘了在iTunes、Stitcher或YouTube上给我留言反馈，你的意见对我非常重要。另外推荐我的在线销售培训平台——

And that is it for this Sales Influence Podcast. Don't forget to leave me some feedback on iTunes, Stitcher, or YouTube. Let me know what you think. As always, I would greatly appreciate it. Also, out my online sales training platform.

老听众都知道的『销售速度学院』，包含40多门课程、400多个视频和我的著作。如果你真心想提升销售业绩，请访问salesvelocityacademy.com。再重复一遍：salesvelocityacademy.com。

You know the deal. The Sales Velocity Academy. Over 40 courses, 400 plus videos, my books. And if you're serious about increasing your sales velocity, go to salesvelocityacademy.com. Salesvelocityacademy.com.

最后感谢收听，我是维克多·安东尼奥，永远提醒你：掌握了方法，销售并不难。保重。大家好，我是维克多·安东尼奥，作家、销售培训师和主题演讲人。

Lastly, wanna thank you for listening. This is Victor Antonio, always reminding you, selling ain't hard when you know how. Take care. Hi, I'm Victor Antonio. I'm an author, sales trainer and keynote speaker.

经常有人问我：优秀演讲者的特质是什么？是能提供观众实用的干货内容？是能让观众参与其中成为学习体验的一部分？还是能激励观众突破舒适区发现新潜能？答案是：以上都是。

I'm often asked what makes a great speaker? Is it someone who delivers real content that the audience can use? Is it someone who engages the audience so they're part of the learning experience? Or is it someone who can motivate an audience to push them beyond their comfort zone and discover new abilities? The answer is yes.

但最重要的是要记住，我出现在那里不是为了让自己看起来光鲜，而是为了让我的客户光彩照人。简而言之，焦点永远不在我身上，而始终在他们那里。

But the most important thing to remember is that I'm not there to look good. I'm there to make my client look good. Simply put, it's never about me and it's always about them.