Takeaways (Takeaways) kunbabaw
CLV bɛ sɔrɔ bɛɛ lajɛlen suman, kiliyan bɛ min sɔrɔ u ni i ka jago cɛsira bɛɛ kan.
CLV nɔfɛtaama b’aw dɛmɛ ka aw ka bonya sabatili yɔrɔ jateminɛ, a tɛ kɛ dɔrɔn ko aw ka kanpaɲi laban kɛra baara ye.
Aw bɛ baara kɛ ni CLV ka formula jɔnjɔn ye walasa ka basigi sɔrɔ teliya la min bɛ se ka baara kɛ ni a ye: CLV = Sanni nafa cɛmancɛ × Sanni kɛcogo × Kunnafoni kuntaalajan.
CLV bɛ nafa caman di ni a ni fɛn wɛrɛw farala ɲɔgɔn kan. Misali la, ni i ye CLV suma ni kiliyanw sɔrɔli musaka (CAC) ye, o bɛ se ka jago kɛnɛya ja jɛlen di i ma.
CLV falencogo teliyalen dɔ ye feereli ye min sinsinnen bɛ fɛnw marali kan. O kɔrɔ ye ka jɛɲɔgɔnya yɔrɔ caman jɔ fɛɛrɛw fɛ i n’a fɔ tila-tila laɲinitaw, abonnés (abonnenw) dusudon, ani mɔgɔ bilali porogaramuw.
Kunnafonidila ka ɲɛnamaya nafa (CLV) ye sɔrɔ ye kiliyan bɛ se ka min sɔrɔ u ni i ka jago cɛsira bɛɛ kɔnɔ. Jago la, a ye jateden damadɔw dɔ ye minnu b’a jira i la n’i ka yiriwali bɛ sabati.
Kanpaɲi bɛ se k’a jatew gosi, ka wari bɔnɛ hali bi, nka n’i bɛ klikiw walima sanni fɔlɔw dɔrɔn de suman, i tɛna a ye ko a bɛ kɛ.
CLV b’aw wajibiya ka ɲininkali ɲumanw kɛ:
Yala i bɛ ka kiliyan bɛnnenw sama wa?
Yala i b’u mara wa?
Yala i bɛ ka dɔ fara sanni segin-seginw kan ani tɔnɔ sɔrɔli kan waati tɛmɛnen kɔfɛ wa?
Nin ye hakilina nɔgɔman ye min bɛ se ka kɛ o la. Ni i ka kiliyan danmadɔ bɛ nɔrɔ a la san saba kɔnɔ, ka sanni kɛ siɲɛ naani san kɔnɔ, i ka jago ka kan ka jɔ o jɛɲɔgɔnya sabatili kan, a man kan ka feereli fɔlɔ sɔrɔ dɔrɔn.
Smile.io ka ɲininiw y’a jira ko ni kiliyanw bɛ sanni kɛ ni fɛn dɔ ye ka mɛn, u bɛ musaka caman kɛ komandi kelen na. Cɛɲi ni ɲɛgɛnw dɔrɔn na, sannikɛlaw bɛ 45% caman san komandi kelen na san saba kɔfɛ ka tɛmɛ u tun bɛ min kɛ jɛɲɔgɔnya daminɛ na.
Nin sɛbɛn in kɔnɔ, an bɛna CLV kɔrɔ fɔ, a jatebɔcogo, min bɛ nɔ bila a la kosɛbɛ, ani i bɛ se ka baara kɛ n’a ye cogo min na walasa k’i nafa.
CLV falencogo teliyalen dɔ ye feereli ye min sinsinnen bɛ fɛnw marali kan. O kɔrɔ ye ka jɛɲɔgɔnya yɔrɔ caman jɔ fɛɛrɛw fɛ i n’a fɔ tila-tila laɲinitaw, abonnés (abonnenw) dusudon, ani mɔgɔ bilali porogaramuw.
CLV ye mun ye?
CLV ye sɔrɔ bɛɛ ye i bɛ se ka min makɔnɔ kiliyan dɔ fɛ u ni i ka taamasiyɛn cɛsira kɔnɔ.
O de y’a to CLV ye jagokɛcogo jɔnjɔn ye. A bɛ baara minnu bɛ kɛ sanfɛ (i n’a fɔ piblisitew, kɔnɔkow, fɛnw, ani landingɛw) siri ɲɔgɔn na ni fɛn ye min bɛ bonya sabatili bila senkan tiɲɛ na, n’o ye ka fɛnw mara ani ka u bonya. Nka jɛkulu kɛmɛsarada la, 37 dɔrɔn de bɛ baara kɛ ni CLV ye fɛɛrɛ ɲuman na, ka kɛɲɛ ni Forrester ka ɲininiw ye. O kɔrɔ ye ko sugutigi fanba bɛ ka bɔnɛ a nafa la.
CLV ye bonya jateminɛ ye min bɛ mɛn sen na, a tɛ jateminɛ ye min bɛ kɛ ni nafa ye
Kanpaɲi bɛ se ka “se sɔrɔ” digili walima sanni fɔlɔw kan, wa hali bi a bɛ se ka kɛ jago desizɔn jugu ye.
Misali la, o kanpaɲi bɛ se ka kɛ sababu ye ka:
Discount sannikɛlaw minnu tununna promo kɔfɛ
Lead sɔngɔ gɛlɛn minnu tɛ kɛ abada kiliyan segin-seginlenw ye
Sanni minnu bɛ kɛ siɲɛ kelen, ni tugu-tugu-cogo tɛ
CLV bɛ o misaliw bɔ kɛnɛ kan. Ni CLV ka dɔgɔn, o kɔrɔ ye ko i ka kiliyanw tɛ nɔrɔ u la. Ni CLV bɛ ka wuli, aw bɛ se k’a fɔ ɲɛmɔgɔw, fɛnw, ani yiriwali fɛɛrɛ minnu bɛ sen na, olu bɛ ka baara daminɛ.
CLV bɛ se ka kɛ sɔrɔ walima tɔnɔ sɔrɔli ye
Ekipu fanba bɛ daminɛ ni sɔrɔ CLV ye bawo a ka nɔgɔn. O ye kiliyan cɛmancɛ ka ɲɛnamaya musaka ye.
Tɔnɔ CLV ka gɛlɛn ka tɛmɛ (wa nafa bɛ se ka sɔrɔ a la). O ye tɔnɔ hakɛ danmadɔ ye kiliyan bɛ min sɔrɔ musakaw kɔfɛ. Ni marginw bɛ danfara ka kɛɲɛ ni fɛn dilannenw ye, tɔnɔ CLV bɛ yecogo saniyalen di i ma min nafa ka bon ka sɛgɛsɛgɛli kɛ.
CLV b’aw dɛmɛ ka jagokɛcogo ɲumanw ta
Ni CLV ye, aw bɛ se ka jaabi di:
Kanal minnu bɛ na ni kiliyanw ye minnu bɛ nɔrɔ
O fɛnw bɛ sannikɛlaw sama minnu bɛ mɛn sen na vs. deal hunters
I bɛ se ka wari hakɛ min sara CAC kɔnɔ ani ka to nafa la
Ni i ye jaabi jɛlenw sɔrɔ, minnu bɛ tali kɛ kunnafoniw na, o ɲininkali ninnu na, o b’i dɛmɛ ka kiliyan bɛnnen caman sɔrɔ ani k’u mara.
Mun na CLV nafa ka bon
CLV ye fɛɛrɛ saniyalen dɔ ye walasa ka kiliyanw ka kantigiya suman bawo a bɛ kiliyan bɛ musaka min jira waati kɔnɔ, a tɛ kɛ dɔrɔn min kɛra u ka digi fɔlɔ kɔfɛ walima u ka sanniba kɔfɛ.
Source: https://www.zendesk.com/blog/kilisi-baara-ni-ɲɛnamaya-kilisi-nafa/
Kantigiya kɔrɔ ye ka to mɔgɔ la, ani ka to a la, o kɔrɔ ye ka sɔrɔ ka caya kosɛbɛ. Tiɲɛ na, hali ni dɔ farala kosɛbɛ (kɛmɛsarada la 5) kiliyanw marali la, o bɛ dɔ fara sosiyete ka tɔnɔ kan yɔrɔ o yɔrɔ, k’a ta kɛmɛsarada la 25 na ka se 95 ma.
CLV bɛ mɛtɛrɛ wɛrɛw mankan bɔ yen bawo a bɛ sinsin nafa kuntaalajan kan, a tɛ sinsin...flash-in-the-pan appeal ka ɲɛsin sirako camanba ni waati jiginniw ma. Ni i ye CLV nɔfɛtaama, i bɛ dabila ka tɛmɛn waati kunkurunnin jateminɛw kan, ka wari bilali daminɛ fɛn na min bɛ sɔrɔ sabatilen lawuli.
CLV nɔfɛtaama fana bɛ desizɔn ɲumanw wajibiya jago bɛɛ kɔnɔ. CLV b’a jira i ka jago ka fɛn dilannenw walima a fan minnu bɛ mɔgɔw ladɔnniya waatijan kɔnɔ, ani i bɛ se ka yɔrɔ barikamaw ɲɛ cogo min na walasa ka dɛmɛ don ka jɛɲɔgɔnyaw janya.
CLV fana ye cogo min na tɔnw bɛ jo di “bɔnɛ ɲɛmɔgɔ” tulonw ma. Amazon tɔgɔ bɔra kosɛbɛ k’a jigi da Kindle ni Alexa ka fɛnɲɛnɛmaw kan i n’a fɔ gafe sanni caman da ye waati kɔnɔ bawo ɲɛnamaya kɔnɔ jɛɲɔgɔnya tun nafa ka bon ka tɛmɛ jago fɔlɔ kan.
Ni o yɔrɔw nafa tɛ kosɛbɛ, CLV fana bɛ siri tɔnɔ na k’a ɲɛsin tɔnɔ ma. Ni aw ye dɔ fara CLV kan, aw bɛ dɔ fara tɔnɔ kan. Munna? Sabula segin-ka-bɔnyekɛlaw bɛ musaka caman kɛ i ka marka la, wa u bɛ na ni feereli o feereli ye i ye, o musaka ka dɔgɔ ni fɔlɔ ta ye. I ka kan ka musaka kɛ siɲɛ kelen dɔrɔn walasa k’u sɔrɔ, wa n’u tora ka sanni kɛ, o kiliyan nafa bɛɛ bɛ bonya.
Kicker ye ko hali bi ekipu caman tɛ CLV suman ka ɲɛ. O de y’a To nin jo in sɔrɔli bɛ Kɛ nafa lakika ye.
CLV Jatecogo
Nin ye formula ye min bɛ kɛ ka CLV jatebɔ: (Sanni nafa cɛmancɛ) x (Sanni kɛcogo) x (Kiliyan ka ɲɛnamaya waati) = CLV
O la, a fɔ ko i ka kiliyan cɛmancɛ bɛ dɔrɔmɛ 50 musaka kɛ komandi kelen na, ka sanni kɛ siɲɛ naani san kɔnɔ, ka to yen san 3 kɔnɔ. O ye $600 CLV ye ($50 × sanni 4/san × san 3 = $600 CLV).
Jatebɔ ka nɔgɔn, nka a bɛ se ka weleli hakilitigiw daminɛ ka ɲɛsin fɛnw maracogo fɛɛrɛw ma ani “nafa sɔrɔli bonya” bɛ cogo min na.
Donanw ka tiɲɛni
Formula kɔnɔ don kelen-kelen bɛɛ nafa ka bon ka faamuya a yɛrɛ ka sariyaw kan:
Sanni nafa cɛmancɛ: Kunnafonidila bɛ musaka min kɛ jago kelen-kelen bɛɛ la, o hakɛ danmadɔ
Sanni kɛcogo: U bɛ sanni kɛ siɲɛ joli san kɔnɔ
Kunnafoni minnu bɛ sɔrɔ kiliyanw fɛ: U bɛ to ka sanni kɛ i fɛ waati jumɛn (san kɔnɔ) .
Source: https://www.tidio.com/blog/kilisi-ɲɛnamaya-nafa/
CLV Modeles Advanced (Ni aw mago bɛ u la) .
Sani u k’a miiri ko kiliyan bɛɛ bɛ sira kelen de kan, misali kɔrɔlenw bɛ baara kɛ ni kɛwale lakikaw ye walasa ka nafaw jateminɛ ka ɲɛ. Fɛɛrɛ fila minnu ka teli ka kɛ, olu ye:
CLV min sinsinnen bɛ kulu kan : A bɛ kiliyanw kuluw sɔrɔ u sɔrɔ waati walima u sɔrɔla cogo min na ani ka kulu kelen-kelen bɛɛ taamacogo lajɛ waati kɔnɔ. A ka ɲi kosɛbɛ walasa k’a dɔn kanpaɲi minnu bɛ kiliyanw sama minnu bɛ nɔrɔ u la.
Predictive CLV: A bɛ baara kɛ ni tariku kɛcogo ye (i n’a fɔ komandiw, sanniw ni ɲɔgɔn cɛ waati, walima churn signals) walasa ka a fɔ ko a ka c’a la, kiliyan bɛna musaka min kɛ o kɔfɛ. O bɛ dɛmɛ don n’i b’a fɛ ka fɛnw marali kɛ i yɛrɛ ta ye walima ka jatebɔsɛbɛnw bila jɔyɔrɔ fɔlɔ la minnu nafa ka bon.
Baara kɛli ni CLV ni CAC ye
CLV tɛ nɔ bila a dan na ten. Aw bɛ a fara ɲɔgɔn kan ni CAC ye, ja bɛ jɛya kosɛbɛ. CAC bɛ i bɛ musaka min kɛ walasa ka kiliyan sɔrɔ (ka jateminɛ kɛ piblisitew, baarakɛminɛnw, baaradaw, feereli waati ani jigitigɛw la).
O jɛɲɔgɔnya ye tilennen ye:
CLV b’a fɔ i ye kiliyan nafa ye min ye
CAC b’a fɔ i ye o kiliyan bɛ musaka min kɛ i la
U ni ɲɔgɔn cɛ danfara ye i ka tɔnɔ sɔrɔyɔrɔ ye
Ni i ka CLV hakɛ cayalenba ye dɔrɔmɛ 600 ye, n’i ka CAC ye dɔrɔmɛ 200 ye, i bɛ dɔrɔmɛ 3 ɲɔgɔn sɔrɔ dɔrɔmɛ kelen-kelen bɛɛ la i bɛ min musaka walasa ka kiliyan dɔ sɔrɔ. Nka ni i ka CAC bɛ wuli ka se dɔrɔmɛ 500 ma, i ka margin bɛ ɲini ka tunun. I bɛ se k’a ye wariko la sanni i k’a ye jatew kɔnɔ.
Aw bɛ baara kɛ ni CLV ni CAC ye ɲɔgɔn fɛ walasa ka kɔlɔsilikɛlaw sigi musakaw kan ani ka a latigɛ siraw ni kanpaɲi minnu nafa ka bon ka mara.
Mun bɛ nɔ bila CLV la kosɛbɛ
CLV tɛ jate gundo ye min “maraba” dɔrɔn de bɛ se ka jatebɔ kɛ ani ka dɔ fara a kan. Metiri minnu bɛ se ka suman ani ko kɛlenw minnu ka bon kosɛbɛ, olu b’a bila sira, wa ninnu bɛɛ bɛ i ka fanga kɔnɔ:
Retention rate: Kunnafoni minnu bɛ sɔrɔ kiliyanw fɛ, olu bɛ nɔrɔ u la fo waati jumɛn. Mɔgɔ minnu bɛ wuli sanni kelen walima fila kɔfɛ, o bɛ i ka CLV datugu, hali n’i ka sɔrɔli barika ka bon cogo o cogo.
Sanni kɛcogo: Kunnafoni minnu bɛ sɔrɔ kiliyanw fɛ, olu bɛ sanni kɛ siɲɛ joli. O yɔrɔ de la, hakilijiginw minnu bɛ kɛ ka fɛnw falen-falen, ka abonnés (abonnenw) wuli, ani ka tugu-tugu-ɲɔgɔn kɔ hakilitigiw, olu bɛ se ka sɔrɔ caman fara a kan.
Koman nafa cɛmancɛ: Kunnafonidila bɛ musaka min kɛ sanni kelen na. Bundles, add-ons, ani jagokɛcogo ɲumanw bɛ se ka CLV bonya k’a sɔrɔ a ma kɛ ni taama caman ye.
Kunnafoni minnu bɛ sɔrɔ kiliyanw fɛ: Ni ɲɔgɔnkanu dɔgɔyara, o ka fisa. Shipping koɲɛw, onboarding ɲagaminen, dɛmɛ barikama, ani clunky checkout, olu bɛɛ bɛ se ka kiliyanw gɛn ka bɔ yen ani ka i ka CLV sama ka jigin.
Mɔgɔya ani a bɛ tali kɛ a la: Cikan minnu bɛ bɛn kosɛbɛ, olu bɛ se ka kɛ ni sanni segin-segin caman ye. Gartner ka ɲininiw y’a jira ko kiliyan minnu ye baara kɛ ni u ka baarakɛcogo ye, min bɛ kɛ ka kɛɲɛ ni mɔgɔw sago ye, olu ka teli ka baara kɛ ni dannaya ye siɲɛ 2,3sanniko latigɛ dɔ dafa. A ka c’a la, email blasts generic walima one-size-fits-all offers ka teli ka mɔgɔw dege dɔrɔn walasa u kana i janto i la.
O bolifɛntigi kelen-kelen bɛɛ bɛ Se ka Kɔrɔsi. Ni aw y’a dɔn levier min bɛ dan sigi aw ka CLV la, aw b’a dɔn tigitigi aw ka kan ka aw sinsin yɔrɔ min na kɔfɛ.
CLV falencogo
Kunnafonidila ka ɲɛnamaya nafa tɛ tila-tila cogo kelen na. I n’a fɔ ja min bɛ duguma, o b’a jira cogo min na, kiliyan nafa bɛ tugu bɛlɛkisɛ dɔ kɔ. Sɛgɛsɛgɛli minnu kɛra Retently fɛ, olu y’a jira ko kiliyan 20% ɲɔgɔn tɛ tɔnɔ sɔrɔ, 60% bɛ nafa sɔrɔ, 20% bɛ nafa sɔrɔ kosɛbɛ waati tɛmɛnen kɔfɛ.
Source: https://www.retently.com/blog/dɔ fara-kilisi-ɲɛnamaya-nafa kan/
CLV bonya kɔrɔ ye ka o kurukurunin wuli ka taa kinin fɛ. O b’a ɲini ka dɔ fara kiliyanw ka sanni kɛcogo kan ani u bɛ musaka hakɛ min kɛ, k’a sɔrɔ i bɛ cogoyaw da minnu bɛ u caman bila i ka yɔrɔ la min nafa ka bon kosɛbɛ.
Nin ye laadilikan dɔw ye minnu bɛ se ka kɛ sababu ye ka nin mɛtɛrɛ in kɛ ka caya.
1. Fɛn min b’a to i lamɛnbagaw bɛ tigɛli kɛ, i k’o faamu
CLV bɛ bonya ni kiliyanw bɛ to ka daliluw sɔrɔ ka segin, wa o bɛ magan yɔrɔ caman de wajibiya ka tɛmɛ sanni fɔlɔ kan.
Nka k’i ka kiliyanw to u ka baara la, o bɛ ka gɛlɛya ka taa a fɛ. BCG y’a jira ko U.S. ka kiliyan hakɛ danmadɔ bɛ musakabɔlaw ka kantigiya porogaramu 15 kɔnɔ (a cayara ni kɛmɛsarada la 10 ye ka tɛmɛ san 2022 kan). Ni u bɛ fara o porogaramuw kan ka caya, kantigiya ni jɛkafɔ bɛ dɔgɔya tuma caman na. Sugandili caman bɛ kɛ, o kɔrɔ ye ko ɲɔgɔndan caman bɛ kɛ walasa ka jateminɛ kɛ, wa, fɛɛrɛ minnu bɛ kɛ ka fɛnw mara, olu tɛna tigɛ. Marka minnu bɛ se sɔrɔ CLV kan, olu de bɛ dalilu kɛrɛnkɛrɛnnenw di kiliyanw ma walasa u ka segin.
A daminɛ k’a dɔn i bɛ kuma mɔgɔ minnu fɛ ani mun na u ye sanni kɛ i fɛ fɔlɔ. Kunnafoni minnu bɛ sɔrɔ kiliyanw fɛ, olu bɛ o nɔgɔya. U b’i wajibiya k’i ka sannikɛlaw ka dusudonw karti ani i ka jago bɛ gɛlɛya minnu ɲɛnabɔ.
Ka bɔ yen, i k’i ka kunnafoniw labɛn ka kɛɲɛ ni kiliyanw bɛ yɔrɔ min na u ka taama na:
Onboarding: U dɛmɛ u ka se sɔrɔ joona ni setup guides ani teliya daminɛ kalanw ye.
Kalan: U ka dɔnniya juguya ni u kɛcogo kɔnɔkow ye, baarakɛcogo lakikaw, ani fɛn dilannenw kalanni.
U falencogo: Aw bɛ u mara ni cikanw ye minnu bɛ u bila ka segin u cogo kɔrɔ la waati bɛnnen na ani hakilijigin minnu bɛ kɛ ni fɛnw ye minnu ka dɔgɔ.
Sosiyete ka dalilu: U ka dannaya sabati ni kiliyanw ka jateminɛw ye ani ɲɛtaa maanaw ye.
Dɛmɛ min bɛ kɛ ka ɲɛ: Aw bɛ dɔ bɔ ɲɔgɔnkanu na ni dɔnniyaw ye, ɲininkaliw minnu bɛ kɛ ni ɲininkaliw ye, ani gɛlɛyaw ɲɛnabɔcogo gafew.
Laɲini ye k’i yɛrɛ jira waati min na a bɛ mɔgɔ dɛmɛ kosɛbɛ. Aw bɛ o kɛ tuma bɛɛ ani sanni segin-seginw bɛna tugu o kɔ, o laban bɛ kɛ sababu ye ka CLV kuru kɛnɛman sɔrɔ.
2. Aw bɛ Touchpoints (Magayɔrɔw) Kɛ i yɛrɛ ta ye ni Segmentation (dakunw) ye
Ni aw b’a fɛ ka CLV falen, aw ka kan ka kiliyanw kunbɛn u bɛ yɔrɔ min na. Kunnafoni b’a jira ko i ka kiliyanw bɛ ka taama dɔ ɲini min bɛ kɛ i yɛrɛ ye. BCG ka sɛgɛsɛgɛli dɔ y’a jira ko Ameriki ka kiliyan kɛmɛsarada la, 75 bɛ lafiya ni iziniw ye minnu bɛ baara kɛ ni kunnafoniw ye minnu bɛ sɔrɔ foroba la u ko la walasa ka ko kɛlenw dilan minnu bɛ kɛ ka kɛɲɛ ni u yɛrɛ sago ye.
Source: https://www.bcg.com/publications/2024/fɛn-sɔrɔ-mɔgɔw-b’a fɛ-min-ka-bɔ-mɔgɔya la
O yɔrɔ de la kɛwalew tila-tila bɛ Nà.
Sanni i ka tila-tila ka kɛɲɛ ni jamanaden hakɛ jɔnjɔnw ye, i ka i lamɛnbagaw fara ɲɔgɔn kan ka kɛɲɛ n’u ka baara ye:
Taamacogo: N’u ye sannikɛlaw ye siɲɛ fɔlɔ walima minnu bɛ segin-ka-bɔ, u bɛ sanni kɛ suguya minnu na, ani u bɛ komandi kɛ siɲɛ joli
Engagement: U bɛ ɲɔgɔn sɔrɔ cogo min na imɛri digilenw fɛ, site web lajɛ fɛ, feature baarakɛcogo fɛ, walima dɛmɛ tikitiw fɛ
Kunnafoni minnu bɛ sɔrɔ kiliyanw fɛ: A kɛra musaka caman kɛbagaw ye wo, a kɛra sannikɛlaw ye minnu bɛ fɛnw sɔngɔ dɔgɔya dɔrɔn, walima minnu ye kantigiya kɛ waati jan kɔnɔ
Ni segin-ka-bɔnyew bɛ u nɔ na, fɛɛrɛ nataw bɛ ɲɛ ka tɛmɛ. Aw bɛ se ka:
Upsell ani cross-sell ka da kiliyanw ye min san kaban.
Aw bɛ fɛnw falenni walima u kuraya cikanw daminɛ waati bɛnnen na.
Aw bɛ kiliyan minnu tiɲɛna, aw bɛ olu baara kokura ni fɛn dɔ ye min bɛ bɛn o ma (a tɛ kɛ blast generique ye).
Aw ye aw ka kiliyan ɲumanw sara, walasa u ka nɔrɔ u la ka mɛn.
N’aw mago bɛ karamɔgɔya nɔgɔman na walasa ka baara daminɛ, aw bɛ baara kɛ ni nin kiliyan tila-tilacogo in ye ka jɔ ka bɔ yen. Laɲini ye ka cikan dɔɔnin ci, ka kelen-kelen bɛɛ kɛ fɛn ye min bɛ bɛn kosɛbɛ, ani ka sɔrɔ caman sɔrɔ kiliyanw fɛ minnu bɛ i bolo kaban.
3. Aw ye E-blast walima Kibarusɛbɛn dɔ bɔ min bɛ mɔgɔ bila ka miiri, min bɛ kunnafoni di
Email feereli nafolo, i n’a fɔ e-blast walima kunnafonidisɛbɛnw, olu b’i to kiliyanw ɲɛkɔrɔ sanni fɔlɔ kɔfɛ. O yɔrɔ de la CLV bɛ se sɔrɔ walima ka dɛsɛ.
Ladilikan damadɔw filɛ nin ye walasa aw ka batakiw ka baara kɛ ɲɛnamaya kɔnɔko marali kama:
Segment kɛ ka sɔrɔ ka ci. I ye kɛwale yɔrɔ minnu jɔ kaban, olu bɛ baara kɛ ka ɲɛsin imɛri ma. Jɛkulu kelen-kelen bɛɛ mago bɛ cikan ni cadence wɛrɛ la.
Aw ye aw ka batakiw kɛ minnu nafa ka bon ka kalan. Aw ye kalanw ni laadilikanw ci walasa ka sannikɛlaw dɛmɛ u ka nafa caman sɔrɔ aw ka fɛn dilannenw na. Baarakɛlaw ye kunnafoniw fara a kan, ka se ka don joona dɔrɔn, walima“best of” kiliyanw ka maanaw walasa ka jɛɲɔgɔnya to sanfɛ.
I ka barokunw kɔrɔbɔ. A/B sɛgɛsɛgɛli kalansenw layiniw, da wulilenw hakɛw nɔfɛtaama, ani ka u labɛn ka da min bɛ baara kɛ. Lift misɛnnin minnu bɛ da wulilenw na, olu bɛ fara ɲɔgɔn kan waati kɔnɔ.
Aw ye aw ka batakiw ci tuma bɛɛ. Aw ye frequency dɔ ɲini min bɛ bɛn aw ka kiliyanw n’aw ka jago ma (ani ka a to abonɛnw ka sugandiliw sugandi i n’a fɔ “dɔgɔkun o dɔgɔkun dɔrɔn”).
Aw k’a kɛ ka ɲɛ, wa imɛri bɛ se ka kɛ aw ka fɛn nɔgɔman ye sanni segin-ka-bɔnyew kama ani CLV sanfɛta.
4. Aw bɛ Engagement Points caman dilan i n’a fɔ aw bɛ se ka min kɛ
Ni kiliyanw bɛ i ka taamasiyɛn sɔrɔ yɔrɔ caman na (ka nafa sɔrɔ a la), u bɛ nɔrɔ a la ka mɛn. O de ye hakilina ye min bɛ engagement points (jyɛnnatigɛ-yɔrɔw) kɔfɛ. Ninnu ye waatiw ye, kiliyanw bɛ fɛn nafama dɔ ye ka bɔ i ka taamasiyɛn na, ka sababu sɔrɔ ka segin.
I bɛ se k’i ka cɛsiriw sinsin yɔrɔ min na, o filɛ nin ye:
I ka kiliyanw bɛ waati kɛ yɔrɔ minnu na, ɛntɛrinɛti kan ani ɛntɛrinɛti kɔkan.
Piblisite walima kɔnɔkow feereli jɔyɔrɔ dɔ labɛn o yɔrɔw la.
Aw ye dusu don aw ka kiliyanw kɔnɔ u ka jɛɲɔgɔnya kɛ ni aw ka marka ye o plateformew kan.
O kɔfɛ, aw bɛ touchpoints (magayɔrɔw) jɔ minnu b’a to aw ka marka ka ye. Misali dɔw ye ninnu ye:
Social follow buttons kan ŋaniyaba ɲɛw kan
SMS opt-ins ka hakilijiginw kɛ ka segin-ka-bɔ walima ka komandi kɛ kokura
A bɛ wele bila ka fara sigidaw kan i n’a fɔ Reddit walima Discord
Webinars ani demos ɲɛnamaw
Laɲini kura kɛli min bɛ kalan yiriwa, a tɛ kɛ jigitigɛ dɔrɔn ye
CLV barikama bɛ marka minnu na, olu de bɛ u yɛrɛ jira yɔrɔ bɛnnenw na.
5. Ka sarali segin-segin (abonnement) misali dɔ labɛn
CLV ɲɛtaa fɛɛrɛ barikama dɔ ye abonnés model ye. A bɛ sɔrɔcogo segin-segin di i ma, wa kiliyanw bɛ wari caman sara ani ka musaka dɔgɔya walasa k’u mara waati jan kɔnɔ.
Misali la, an ka Spotify Premium ta. Ni $12.99 ye kalo o kalo, san fila abonné bɛ:
$12.99 × 12 = $155.88 san kɔnɔ$155.88 × 2 = $311.76 ɲɛnamaya kɔnɔ sɔrɔ la
Source: https://www.spotify.com/us/premium/#ref=spotifycom_kunkolo_premium_kelen
Aw k’o suma ni sannifeere ye min bɛ kɛ siɲɛ kelen. Ni i ka komandi hakɛ cayalenba ye dɔrɔmɛ 50 ye, i mago bɛna kɛ o kiliyan kelen in na ka sanni kɛ siɲɛ wɔɔrɔ walasa ka bɛn san fila abonɛn dɔ nafa ma dɔrɔn.
6. Aw ye porogaramu dɔ di min bɛ mɔgɔ bila ka taa yɔrɔ wɛrɛw la
Porogaramu min labɛnna ka ɲɛ, o bɛ baara fila sama. A bɛ na ni kiliyan kuraw ye, ka sababu di kiliyan kɔrɔw ma u ka to u ka baara la.
Dropbox ka cikan porogaramu ye misali kɔrɔlen ye. Aw ye aw terikɛ dɔ wele a ka a tɔgɔ sɛbɛn Dropbox Basic kan, aw fila bɛɛ bɛ se ka 16 GB marayɔrɔ wɛrɛ sɔrɔ.
Soso: https://www.dropbox.com/aw ye a lajɛ
O sigicogo bɛ baara kɛ CLV ye bawo sara yɛrɛ de bɛ fɛn dilannenw baaracogo bila senkan. Ladonni caman kɔrɔ ye ko dosiye caman bɛ yen, o kɔrɔ ye ko sababu caman bɛ yen ka to yen. Porogaramu min bɛ mɔgɔ bila ka taa, o bɛ kɛ kantigiya sira ye cogo ɲuman na.
7. Aw bɛ Personalisation (Mɔgɔya) waleya aw ka jago la
An ye kɛwalew tila-tilacogo ɲɛfɔ ka tɛmɛ. Nin bɛ kuma i bɛ min kɛ ni o kuluw ye n’i y’u sɔrɔ. Aw ka kan ka jago kɛcogo dɔw di minnu bɛ kɛ i yɛrɛ ye, minnu kɛrɛnkɛrɛnnen don fo kiliyanw k’u kɔlɔsi.
Kunnafoni minnu bɛ sɔrɔ kiliyanw fɛ, olu jiginna. BCG y’a ye ko kiliyan kɛmɛsarada la 80 bɛ lafiya ni u yɛrɛ ka ko kɛlenw ye, u fanba b’a fɔ k’u b’u makɔnɔ. Nka mɔgɔya bɛɛ ma dabɔ cogo kelen na. Tɔgɔ fɔlɔ donni dɔrɔn imayili barokun kɔnɔ, o tɛ se ka kɛ tugun.
Mɔgɔya min bɛ CLV lamaga, o bɛ i n’a fɔ:
Fɛn dilannenw ladilikanw ka da kiliyanw ye min lajɛ walima u ye min san. O bɛ se ka kɛ farikoloɲɛnajɛla dɔ ye min bɛ farikolojidɛsɛ fura dɔ jira mɔgɔ la min ye saniyalan san sisan.
Kɔnɔkow minnu bɛ bɛn kiliyan dɔ ka taabolo ma sannikɛla ka taama na. O bɛ se ka kɛ daminɛ-gafew ye sannikɛla kuraw ye, kalan kɔrɔw ye fanga baarakɛlaw ye, walima ɲɛtaa laadilikanw ye kiliyan kuntaalajanw ye.
Waati min bɛ u ka cycle bonya. O bɛ se ka kɛ hakilijiginw ye ka komandi kɛ kokura sanni kiliyan dɔ ka ban i ka fɛn dilannen na walima ka wari sɔrɔ kiliyanw ye minnu ye u makun.
Gɛlɛya ye ko kiliyanw bɛ ni bara sanfɛla ye min bɛ sɛbɛn iko mɔgɔ yɛrɛ ta. Deloitte Digital ka ɲininiw y’a jira ko feerekɛlaw b’a dɔn ko ko kɛlenw kɛmɛsarada la 43 dɔrɔn de ye u yɛrɛ ta ye, k’a sɔrɔ u kɔfɛ fɛn dilannenw b’a fɔ ko kɛmɛsarada la 61.
Marka minnu bɛ danfara in tigɛ, olu bɛ mɔgɔya di, kiliyanw bɛ min kɔlɔsi, k’a nɔgɔya ka bɔ yen.
8. Aw ye hakilinaw lajɛ ani ka wale kɛ
Feedback ye levier direct wɛrɛ ye i bɛ min sɔrɔ CLV kan. A b’a fɔ i ye i ka fɛn dilannen walima i ka ko kɛlen bɛ ka dɔgɔya yɔrɔ min na sanni kiliyanw ka taa. Ni kiliyan caman bɛ ka o kuma kelen fɔ, o ye taamasyɛn ye min b’a jira ko i bɛ fɛn dɔ sɔrɔ min man ɲi.
Friction points labɛnni bɛ dɛmɛ don ka kiliyanw mara. PwC ka san 2025 Kunnafoni-falen-falenSɛgɛsɛgɛli y’a jira ko feerekɛla kɛmɛ o kɛmɛ na, 52 ye baara dabila walima ka sanni kɛ fɛn dɔ la, k’a sababu kɛ ko jugu dɔ kɛra a ka fɛn dilannenw walima a ka baarakɛminɛnw na. Mɔgɔ 3 o 3 la, 1 ɲɔgɔn (kɛmɛsarada la 29) ye baara kɛli walima sanni dabila k’a sababu kɛ kiliyanw ka dɔnniya jugu ye, ɛntɛrinɛti kan walima u yɛrɛ fɛ.
sɔrɔyɔrɔ : https://www.pwc.com/us/en/services/consulting/business-transformation/library/2025-kilisi-ko-sɛgɛsɛgɛli.html
A bɛ dɛmɛ ka jaabiw tigɛli kɛ wale ye ni sɛrɛkili ye min bɛ se ka segin-ka-bɔ:
Aw ye ɲininkaliw kɛ waati kolomaw kɔfɛ i n’a fɔ jiginniw walima dɛmɛni jɛɲɔgɔnyaw.
Tag ko minnu bɛ segin-ka-bɔ i n’a fɔ cikan musakaw walima setup friction.
Aw bɛ lupu da tugu k’a fɔ kiliyanw ye n’aw ye fɛn dɔ labɛn u ye min darapo.
A sanfɛla ye tiɲɛ ye. Qualtrics y’a jira ko U.S. kiliyan fanba (kɛmɛsarada la 72) tun bɛna wari caman sara ni fɛn dɔ ye min bɛ se ka kɛ fɛnba ye. I ka hakilinaw bɛ o ɲɔgɔndan yɔrɔw labɛn, o la, o kiliyan kelen in bɛ daminɛ ka sɔrɔ caman sɔrɔ.
9. Aw ye aw sinsin Retention kan ka tɛmɛ Acquisition kan
Feereli kiliyan kɔrɔw ma, o bɛ se ka kɛ sɔngɔ gɛlɛn ye ka tɛmɛ kiliyan kura sɔrɔli kan. O de kama, retention ye CLV falencogo teliyalen dɔ ye. Acquisition bɛ feereli fɔlɔ sɔrɔ i fɛ, nka retention bɛ filanan, sabanan ani 10nan sɔrɔ i fɛ.
Retention fana bɛ se ka expansion revenue da wuli. Kunnafonidila minnu dalen bɛ i la kaban, olu ka teli ka sanni kɛ tuma caman na ni o fɛn dilen bɛ i n’a fɔ a bɛ kɛ i n’a fɔ fɛɛrɛ nata min bɛ kɛ u yɛrɛ la sanni ka kɛ kumakan ye.
O kun ye k’i ka cɛsiriw kɛ ka feereli kɛ sanfɛ ani ka feereli kɛ ɲɔgɔn fɛ, i k’a kɛ i n’a fɔ dɛmɛ, i kana kɛ i n’a fɔ degun:
Upsell n’a y’a jira k’a bɛ a kɔlɔlɔ ɲɛ, a kɛra o ye cikan teliya ye wo, a kɛra dɛmɛ ye min ka bon kosɛbɛ.
Cross-sell ka da kiliyan ka sanni laban kan, i n’a fɔ refills walima complementaires.
Trigger offers kɔfɛ waati ɲɛnamaw kɔfɛ, i n’a fɔ sanni seginni walima dɛmɛn jɛɲɔgɔnya belebele.
A laban na, waati de ye fɛn bɛɛ ye. Upsell min bɛ se waati bɛnnen na, o bɛ kɛ i n’a fɔ baara ɲuman. O fɛn kelen min bɛ di waati jugu la, o bɛ kɛ i n’a fɔ degun.
Ɲininkaliw minnu bɛ kɛ
Kunnafonidila ka ɲɛnamaya nafa (CLV) ye mun ye? CLV ye sɔrɔ bɛɛ ye kiliyan bɛ min sɔrɔ u ni i ka jago cɛsira bɛɛ kɔnɔ. A nafa ka bon bawo a b’i ka jago sinsinnan wuli ka bɔ “feere sɔrɔli” la ka taa “kilisi mara.” Aw ye CLV nɔfɛtaama sira ni segin fɛ walasa aw ka se ka jigin siɲɛ fila sɔrɔyɔrɔw kan minnu bɛ na ni sannikɛlaw segin-seginbagaw ye, aw kana kɛ siɲɛ kelen sɔngɔko ɲininikɛlaw dɔrɔn ye. Aw bɛ kiliyanw ka ɲɛnamaya nafa (CLV) jate cogo di? Aw bɛ a daminɛ ni CLV ka formula jɔnjɔn ye : CLV = Sanni nafa cɛmancɛ × Sanni kɛcogo × Kunnafoni kuntaalajan. Aw bɛ komandi nafa cɛmancɛ sama ka bɔ aw ka jateminɛw na, ka jateminɛ kɛ kiliyan hakɛ danmadɔ bɛ sanni kɛ san kɔnɔ siɲɛ joli, ani ka a caya ni u bɛ to san hakɛ min na cogoya la. Baara kɛ ni nimɔrɔ lamininenw ye fɔlɔ. Ni aw ye basigi sɔrɔ, aw bɛ CLV suma kanpaɲiw kɔnɔ walasa k’a dɔn fɛn min bɛ nafa sɔrɔ yiriwali la. Mun na kiliyanw ka ɲɛnamaya nafa (CLV) nafa ka bon? CLV b’a fɔ i ye i bɛ se ka musaka hakɛ min kɛ walasa ka kiliyan sɔrɔ ani ka wari sɔrɔ hali bi. Ni o tɛ, i bɛ se ka kanpaɲiw sɛgɛsɛgɛ minnu bɛ i n’a fɔ “u ɲɛnabɔra” nka u bɛ tɔnɔ bɔnɛ u la, jigitigɛw, churn, ani dɛmɛ musakaw kɔfɛ. Ni aw ye CLV faamuya, aw bɛ se ka fɛnw marali bila jɔyɔrɔ fɔlɔ la ani ka waati ni nafolo sinsin siraw kan minnu bɛ na ni kiliyanw ye minnu bɛ nɔrɔ. Aw bɛ se ka dɔ fara kiliyanw ka ɲɛnamaya nafa kan cogo di (CLV)? Levier min ka teliya ka tɛmɛ tɔw bɛɛ kan, o ye retention ye. I sinsin a faamuyali kan min b’a to i ka kiliyan ɲumanw bɛ segin ka na, o kɔfɛ, i ka sistɛmuw jɔ a lamini na. O kɔrɔ ye k’i ka laseli kɛ i yɛrɛ ta ye walasa a ka kɛ i n’a fɔ a bɛnnen don, ka jɛɲɔgɔnya yɔrɔw da minnu bɛ sababu di kiliyanw ma u ka segin, ani ka ko kɛlen kɛ ka ɲɛ fo sababu tɛ u bolo ka bɔ yen abada.
Kuncɛli
CLV ye taamasiyɛn jɛlen dɔ ye min b’a jira ko i ka jago bɛ baara kɛ. N’a bɛ ka wuli, i ka sɔrɔli, a marali, ani a yiriwali cɛsiriw bɛ taa sira kelen fɛ. N’a bɛ flakɛ walima n’a binna, o cakɛda in kɔnɔfɛn dɔ bɛ kari.
Levier bɛɛ min bɛ CLV lamaga, o bɛ i ka fanga kɔnɔ. Aw bɛ a daminɛ ni aw ka basigi jatebɔ ye ani k’a suma ni aw ka CAC ye. O hakɛ b’a fɔ i ye nafa sɔrɔli bonya bɛ cogo min na i ka jago la.
Ka bɔ yen, i sinsin ka daliluw di i ka kiliyanw ma u ka segin ka na cikanw fɛ minnu bɛ kɛ u yɛrɛ ye ani kunnafoni minnu bɛ mɔgɔ bila ka miiri. Ani ka o feedback loop to da wulilen na walasa cycle bɛɛ ka i ka retention sharp.
A laban na, kiliyanw marali ye yɔrɔ ye CLV bɛ se sɔrɔ walima ka dɛsɛ. Marka minnu b’o jateminɛ, olu bɛ optimisation dabila feereli fɔlɔ kama, ka daminɛ ka fɛn dɔ jɔ min nafa ka bon ka to a la.
