Giá trị khách hàng (Customer Value)

Summary

This video script delves into the concept of customer value in business, highlighting its multifaceted nature. It discusses the economic value to the enterprise, the value customers bring to the company, and personal values that influence consumer behavior. The script emphasizes the importance of understanding customer-perceived value, which is influenced by product attributes, usage outcomes, and desired states. It uses examples such as a motorcycle's safety features and a gym membership card to illustrate how customers assess the value of products and services, ultimately affecting their satisfaction and loyalty.

Takeaways

• 😀 Customer value is a core concept in business, essential for creating products and services that meet customer needs and provide both economic benefits and experiences.
• 💼 The value of a business is reflected in its stock price or asset value, which increases when the business performs well, benefiting its owners.
• 🛍️ Customer value to a company is the value a customer brings, such as through repeat purchases and loyalty, which can increase over time.
• 👤 Personal values are deep-seated beliefs about what is right or wrong, good or bad, and can influence consumer behavior and perceptions of product value.
• 💭 Perceived customer value is about the benefits customers receive from a product or service and whether it is worth the money they spend.
• 📈 Economic value of a product or service is based on its attributes and features, and how these are priced and perceived by customers.
• 💸 Willingness to pay is a measure of customer value, indicating how much a customer is ready to spend based on the perceived benefits of a product.
• 🔍 The value of a product is not only about production costs but also the features and benefits that customers are willing to pay for.
• 🚗 A real-life example illustrates how a car's value to a customer includes ease of control, safety, and stability, especially in adverse weather conditions.
• 🏋️‍♀️ Value can also be seen in the context of a gym membership, where the perceived value is directly related to the frequency of use and satisfaction with the service.

Q & A

What does the term 'customer value' refer to in the context of business?

In the context of business, 'customer value' refers to the benefits that customers perceive they receive from a product or service, which should be worth the amount they spend.

How does a business's value impact its shareholders?

A business's value, which can be measured by its stock price or asset value, increases when the business performs well, thereby benefiting its shareholders.

What is the difference between a company's value and a customer's value?

A company's value is the economic worth it brings to its owners, while a customer's value is the perceived worth a customer brings to the company, often reflected in repeat business and customer loyalty.

How does personal value influence customer behavior?

Personal value, which includes deeply held beliefs about what is right or wrong, good or bad, influences customer behavior by guiding their choices and preferences in products and services.

What are the different aspects of customer value mentioned in the script?

The script mentions economic value of the business, value customers bring to the company, personal values, and perceived benefits by customers as different aspects of customer value.

How does the price a customer is willing to pay relate to the value they perceive in a product?

The price a customer is willing to pay is related to the perceived value of a product; customers are more likely to pay a price they believe is reasonable and justifiable for the benefits they receive.

What does the script suggest about the importance of product attributes in creating customer value?

The script suggests that product attributes such as color, material, size, and price are used by businesses to create value for the product, which customers then assess based on their willingness to pay.

How does the script illustrate the concept of customer value through the example of a car?

The script uses the example of a car to show that customer value is not only about the physical attributes of the car but also about the personal feelings of safety, ease of use, and peace of mind while driving.

What does the script imply about the relationship between customer value and frequency of use?

The script implies that the value customers perceive is related to the frequency of use; if customers use a service or product often, they feel the value they receive is commensurate with the money spent.

How does the 'Value Pyramid' model help in understanding customer value?

The 'Value Pyramid' model helps in understanding customer value by categorizing it into three levels: product attributes, consequences of use, and desired end states, which represent the tangible, functional, and emotional benefits customers seek.

What is the significance of the example of a gym membership in the script?

The example of a gym membership in the script signifies that customer value is not solely based on the cost of the membership but also on the utilization of the service; frequent use makes the value perceived by the customer more worthwhile.