Okuthathwayo Okubalulekile
I-CLV ikala isamba semali engenayo ikhasimende eliyitholayo kubo bonke ubuhlobo balo nebhizinisi lakho.
Ukulandelela i-CLV kukusiza ukuthi ulinganise lapho ukukhula kwakho kuzinzile, hhayi nje ukuthi umkhankaso wakho wokugcina usebenzile yini.
Sebenzisa ifomula ye-CLV eyisisekelo ukuze uthole isisekelo esisebenzisekayo ngokushesha: I-CLV = Inani Elimaphakathi Lokuthenga × Imvamisa Yokuthenga × Ukuphila Kwekhasimende.
I-CLV iletha inani elikhulu uma ihlanganiswa nezinye izici. Isibonelo, ukuqhathanisa i-CLV nezindleko zokutholwa kwamakhasimende (CAC) kungakunikeza isithombe esicacile sempilo yebhizinisi.
Enye yezindlela ezishesha kakhulu zokukhulisa i-CLV ukumaketha okugxile ekugcineni. Lokho kusho ukwakha amaphuzu amaningi okuxhumana ngamaqhinga afana nokuhlukaniswa okuhlosiwe, izikhuthazo zokubhaliselwe, nezinhlelo zokudlulisela.
I-Customer lifetime value (CLV) yimali engenayo ikhasimende elingase liyikhiqize kubo bonke ubudlelwano balo nebhizinisi lakho. Kwezokumaketha, ingenye yezinombolo ezimbalwa ezikutshela ukuthi ukukhula kwakho kuzinzile yini.
Umkhankaso ungashaya izinombolo zawo bese ulahlekelwa yimali, kodwa uma ukala ukuchofoza noma ukuthenga kokuqala, ngeke ukubone kwenzeka.
I-CLV ikuphoqa ukuthi ubuze imibuzo engcono:
Ingabe uheha amakhasimende alungile?
Ingabe uyazigcina?
Ingabe ukhulisa ukuthenga okuphindayo namamajini enzuzo ngokuhamba kwesikhathi?
Nansi indlela elula yokucabanga ngakho. Uma ikhasimende lakho elijwayelekile lihlala iminyaka emithathu futhi lithenga kane ngonyaka, ukumaketha kwakho kufanele kwakhelwe eduze nokugcina lobo budlelwano buqhubeka, hhayi nje ukuthola indali yokuqala.
Ucwaningo lwe-Smile.io lubonisa ukuthi uma amakhasimende ethenga isikhathi eside ngomkhiqizo, kulapho echitha imali eningi nge-oda ngalinye. Ezobuhle nezimonyo kuphela, abathengi bathenga u-45% ngaphezulu nge-oda ngalinye ngemuva kweminyaka emithathu kunakuqala kobudlelwano.
Kulokhu okuthunyelwe, sizodalula ukuthi i-CLV isho ukuthini, ibalwa kanjani, imiphi imithelela yayo kakhulu, nokuthi ungayisebenzisa kanjani ukuze uzuze.
Enye yezindlela ezishesha kakhulu zokukhulisa i-CLV ukumaketha okugxile ekugcineni. Lokho kusho ukwakha amaphuzu amaningi okuxhumana ngamaqhinga afana nokuhlukaniswa okuhlosiwe, izikhuthazo zokubhaliselwe, nezinhlelo zokudlulisela.
Iyini i-CLV?
I-CLV iyisamba semali engenayo ongayilindela ekhasimendeni phakathi nobudlelwano balo nomkhiqizo wakho.
Kungakho i-CLV iyimethrikhi eyisisekelo yokumaketha. Ixhuma umsebenzi osezingeni eliphezulu (njengezikhangiso, okuqukethwe, okunikezwayo, namakhasi okufika) kulokho okuqhubezela ukukhula okuzinzile, okuwukugcina nokwanda. Kodwa amaphesenti angama-37 kuphela ezinhlangano ezisebenzisa i-CLV ngamasu, ngokocwaningo lwe-Forrester. Lokhu kusho ukuthi abakhangisi abaningi baphuthelwa yivelu yayo.
I-CLV Iyimethrikhi Yokukhula Yesikhathi Eside, Hhayi Imethrikhi Eyize
Umkhankaso "ungawina" ekuchofozweni noma ekuthengeni kokuqala futhi ube yisinqumo esibi sebhizinisi.
Isibonelo, lowo mkhankaso ungaholela kulokhu:
Abathengi besaphulelo abanyamalala ngemva kwephromo
Imikhondo eshibhile engalokothi ibe amakhasimende aphindayo
Ukuthenga ngesikhathi esisodwa ngaphandle kokuziphatha kokulandelela
I-CLV iveza lawo maphethini. Uma i-CLV iphansi, kusho ukuthi amakhasimende akho awabambeki. Uma i-CLV ikhuphuka, ungatshela umkhondo, iminikelo, namasu okukhula owasebenzisayo aseqala ukusebenza.
I-CLV Ingaba Imali Engenayo- noma Isekelwe Enzuzweni
Amaqembu amaningi aqala ngemali engenayo ye-CLV ngoba ilula. Imali esetshenziswa yikhasimende impilo yonke.
Inzuzo ye-CLV iqinile (futhi ingaba usizo kakhulu). Isilinganiso senzuzo esitholwa yikhasimende ngemva kwezindleko. Uma amamajini ehluka ngomkhiqizo, inzuzo ye-CLV ikunikeza umbono ohlanzekile wokuthi yini okufanele uyilinganise.
I-CLV Ikusiza Ukwenza Izinqumo Ezingcono Zokumaketha
Nge-CLV, ungaphendula:
Yiziphi iziteshi eziletha amakhasimende anamathelayo
Okunikezwayo kuheha abathengi besikhathi eside ngokumelene nabazingeli bedili
Yimalini ongakwazi ukuyikhokha ku-CAC futhi uhlale unenzuzo
Ukuba nezimpendulo ezibambekayo, eziqhutshwa yidatha kule mibuzo kukusiza ukuthi uthole amakhasimende amaningi alungile futhi uwagcine.
Kungani I-CLV Ibalulekile
I-CLV ingenye yezindlela ezihlanzekile kakhulu zokukala ukwethembeka kwekhasimende ngoba ibonisa lokho ikhasimende elikusebenzisayo ngokuhamba kwesikhathi, hhayi nje okwenzeka ngemva kokuchofoza kwabo kokuqala noma ukuthenga kwabo okukhulu kakhulu.
Umthombo: https://www.zendesk.com/blog/customer-service-and-lifetime-customer-value/
Ukwethembeka kusho ukugcinwa, futhi ukugcinwa kusho imali engenayo ephezulu kakhulu. Eqinisweni, ngisho nokukhuphuka okuncane (amaphesenti angu-5) ekugcinweni kwamakhasimende kukhonjisiwe ukwandisa inzuzo yenkampani noma yikuphi ukusuka kumaphesenti angu-25 kuya kwangu-95.
I-CLV ishanela umsindo wamanye amamethrikhi ngoba igxile enanini lesikhathi eside, hhayi i-ukukhanga kwe-flash-in-the-pan kokukhuphuka kwethrafikhi nokuguquguquka kwesizini. Uma ulandelela i-CLV, uyeka ukusabela ngokweqile kumamethrikhi esikhathi esifushane futhi uqale ukutshala imali kulokho okudala imali engenayo ehlala isikhathi eside.
Ukulandelela i-CLV kuphinde kuphoqe izinqumo ezingcono kulo lonke ibhizinisi. I-CLV ibonisa ukuthi yimiphi imikhiqizo noma izici zebhizinisi lakho ezithuthukisa ukuguqulwa kwesikhathi eside kakhulu, nokuthi ungazithuthukisa kanjani izindawo ezibuthakathaka ukuze usize ukunweba ubudlelwano.
I-CLV futhi yindlela izinkampani ezithethelela ngayo imidlalo “yomholi wokulahlekelwa”. I-Amazon idume ngokuncika ku-Kindle kanye ne-Alexa hardware njengesango lokuthenga izincwadi eziningi ngokuhamba kwesikhathi ngoba ubudlelwano bempilo yonke bubaluleke kakhulu kunokuthenga kokuqala.
Uma lawo maphuzu engabalulekile ngokwanele, i-CLV iphinde ixhumene ngqo nenzuzo. Uma unyusa i-CLV, unyusa inzuzo. Kungani? Ngoba amakhasimende aphinda achitha imali eningi ngebhrendi yakho, futhi konke ukuthengiswa abakulethela kona kubiza kancane kunakuqala. Kufanele usebenzise kuphela ukuzithola kanye, futhi inqobo nje uma beqhubeka nokuthenga, inani eliphelele lalelo khasimende liyakhuphuka.
Okukhahlelayo ukuthi amaqembu amaningi awakakali kahle i-CLV. Yingakho ukuthola leli lungelo kuba inzuzo yangempela.
Ibalwa kanjani i-CLV
Nansi indlela yokubala i-CLV: (Inani Elimaphakathi Lokuthenga) x (Imvamisa Yokuthenga) x (Isikhathi Sokuphila Kwekhasimende) = CLV
Ngakho-ke, ithi ikhasimende lakho elijwayelekile lichitha u-$50 nge-oda ngalinye, lithenga kane ngonyaka, futhi lihlala iminyaka emi-3. Leyo yi-$600 CLV ($50 × 4 ukuthenga/ngonyaka × 3 iminyaka = $600 CLV).
Izibalo zilula, kodwa kwanele ukuqala ukwenza izingcingo ezihlakaniphile kumaqhinga okugcina nokuthi "ukukhula okunenzuzo" kubukeka kanjani.
Ukwephula Okokufaka
Okufakwayo ngakunye kufomula kufanele kuqondwe ngokwemibandela yayo:
Isilinganiso senani lokuthenga: Inani elichithwa yikhasimende ngomsebenzi ngamunye, ngokwesilinganiso
Imvamisa yokuthenga: Bathenga kaningi kangakanani ngonyaka
Ubude besikhathi sekhasimende: Lihlala lithenga isikhathi esingakanani kuwe (ngeminyaka)
Umthombo: https://www.tidio.com/blog/customer-lifetime-value/
Amamodeli we-CLV Athuthukile (Lapho Uwadinga)
Esikhundleni sokuthatha ukuthi wonke amakhasimende alandela indlela efanayo, amamodeli athuthukile asebenzisa amaphethini okuziphatha angempela ukulinganisa amanani ngokunembe kakhudlwana. Izindlela ezimbili ezivame kakhulu yilezi:
I-CLV esekelwe eqenjini: Ihlanganisa amakhasimende ngokuthi atholwe nini noma kanjani futhi ilandelela ukuthi iqoqo ngalinye liziphatha kanjani ngokuhamba kwesikhathi. Kuhle kakhulu ukukhomba ukuthi yimiphi imikhankaso eheha amakhasimende ahlala ekhona.
I-CLV eqagelayo: Isebenzisa impatho yomlando (njengama-oda, isikhathi phakathi kokuthenga, noma amasiginali) ukuze ibikezele ukuthi ikhasimende lingase lisebenzise ini ngokulandelayo. Lokhu kuyasiza uma ufuna ukwenza kube ngokwakho ukugcinwa noma ukubeka kuqala ama-akhawunti amanani aphezulu.
Ukusebenzisa i-CLV ne-CAC
I-CLV ayinawo umthelela wokuzihlukanisa. Ibhanqa ne-CAC, futhi isithombe siya kucaca kakhulu. I-CAC ikala lokho okusebenzisayo ukuze uthole ikhasimende (okuhlanganisa izikhangiso, amathuluzi, ama-ejensi, isikhathi sokuthengisa, nezaphulelo).
Ubudlelwano buqondile:
I-CLV ikutshela ukuthi ikhasimende libaluleke ngani
I-CAC ikutshela ukuthi lelo khasimende likubiza malini
Igebe phakathi kwabo yifasitela lakho lenzuzo
Uma i-CLV yakho evamile ingu-$600 futhi i-CAC yakho ingu-$200, uzuza cishe u-$3 ngedola ngalinye olichithayo ukuze uthole ikhasimende. Kepha uma i-CAC yakho ikhuphuka ifike ku-$500, imajini yakho icishe inyamalale. Ungase uyizwe ekuhambeni kwemali ngaphambi kokuba uyibone ezinombolweni.
Sebenzisa i-CLV kanye ne-CAC ndawonye ukuze ubeke imithetho yokuqapha ekusetshenzisweni kwezimali futhi unqume ukuthi yiziphi iziteshi nemikhankaso okufanele igcinwe.
Yini Ethinta I-CLV Kakhulu
I-CLV akuyona inombolo engaqondakali "izinhlobo ezinkulu" kuphela ezingabala futhi zande. Amamethrikhi alinganisekayo nezici zokuhlangenwe nakho okubanzi kuyayiqhuba, futhi konke lokhu kungaphansi kolawulo lwakho:
Izinga lokugcinwa: Amakhasimende ahlala isikhathi eside kangakanani. Abantu abaxoshayo ngemuva kokuthenga okukodwa noma okubili bavala i-CLV yakho, noma ngabe kuqine kangakanani ukuthenga kwakho.
Imvamisa yokuthenga: Amakhasimende athenga kaningi kangakanani. Lapha yilapho izikhumbuzi zokugcwalisa, ukugudluzwa kokubhaliselwe, nokulandelela okuhlakaniphile kungangeza imali eningi.
Isilinganiso senani le-oda: Imali esetshenziswa amakhasimende ngokuthenga ngakunye. Izinqwaba, izengezo, nokuthengisa okungcono kungakhuphula i-CLV ngaphandle kokudinga ithrafikhi eyengeziwe.
Okwenziwa yikhasimende: Ukungqubuzana okuncane, kuba ngcono. Izinkinga zokuthutha, ukugibela okudidayo, ukusekela okubuthakathaka, kanye nokukhokha okuxakile kungaxosha amakhasimende futhi kudonsele phansi i-CLV yakho.
Ukwenza kube ngokwakho nokufaneleka: Imilayezo ehlobene kakhulu ingalingana nokuthenga okuphindayo okwengeziwe. Ucwaningo lukaGartner lubonisa ukuthi amakhasimende azibandakanya ngokusebenza, ukwenza kube ngokwakho anethuba eliphindwe ka-2.3 lokuzethemba.qedela isinqumo sokuthenga. Ukuqhuma kwama-imeyili ajwayelekile noma okunikezwayo kosayizi owodwa kuvamise ukuqeqesha abantu ukuthi bakuzibe.
Bonke laba bashayeli bayalawuleka. Uma usukhomba ukuthi iyiphi i-lever ekhawulela i-CLV yakho, wazi kahle ukuthi uzogxila kuphi ngokulandelayo.
Ungayikhulisa Kanjani i-CLV
Inani lokuphila kwekhasimende alisatshalaliswa ngokulinganayo. Njengoba igrafu engezansi ibonisa, inani lekhasimende lilandela ijika lensimbi. Ucwaningo oluvela ku-Retently luthola ukuthi cishe amakhasimende angu-20% awanayo inzuzo, ama-60% anenzuzo, futhi ama-20% anenzuzo kakhulu ngokuhamba kwesikhathi.
Umthombo: https://www.retently.com/blog/increase-customer-lifetime-value/
Ukukhula kwe-CLV kusho ukususa lelo jika uye kwesokudla. Lokhu kudinga ukukhuphula ukuthi amakhasimende athenga kaningi kangakanani nokuthi achitha malini ngenkathi edala izimo ezihambisa eziningi zazo engxenyeni yakho yenani eliphezulu.
Nawa amanye amathiphu okuthi ungayenza kanjani ibe nkulu le metric.
1. Qonda ukuthi Yini eyenza izilaleli zakho ziphawule
I-CLV iyakhula lapho amakhasimende eqhubeka nokuthola izizathu zokubuya, futhi lokho kudinga izindawo zokuthinta eziningi kunokuthenga kokuqala.
Kodwa ukugcina amakhasimende akho ebandakanyekile kuya kuba nzima. I-BCG ibika ukuthi ikhasimende lase-U.S. elijwayelekile lingokwezinhlelo zokwethembeka zabathengi eziyi-15 (esikhuphuke ngamaphesenti ayi-10 ukusuka ngo-2022). Njengoba bejoyina eziningi zalezi zinhlelo, ukwethembeka nokuzibandakanya kuvame ukwehla. Izinketho eziningi zisho ukuncintisana okwengeziwe kokunakwa, futhi amaqhinga okugcina ajwayelekile ngeke anqamuke. Izinhlobo eziwinayo ku-CLV yizo ezinikeza amakhasimende izizathu eziqondile zokubuya.
Qala ngokukhomba ukuthi ukhuluma nobani nokuthi kungani bathenge kuwe kwasekuqaleni. Abantu bekhasimende benza lokho kube lula. Bakuphoqa ukuthi uhlele izisusa zabathengi bakho kanye nezinkinga ezixazululwa yibhizinisi lakho.
Ukusuka lapho, hlela okuqukethwe kwakho kube lapho amakhasimende akhona ohambweni lwawo:
Ukugibela: Basize bawine abawinile kusenesikhathi ngemihlahlandlela yokusetha kanye nezifundo zokuqalisa ngokushesha.
Imfundo: Gxilisa ulwazi lwabo ngokuqukethwe, izimo zokusebenzisa umhlaba wangempela, nezifundiso zomkhiqizo.
Ukugcwalisa: Zigcine zigcwele imiyalo yoku-oda kabusha okufika ngesikhathi kanye nezikhumbuzi zesitoko esiphansi.
Ubufakazi bomphakathi: Yakha ukuzethemba kwabo ngezibuyekezo zamakhasimende nezindaba zempumelelo.
Usekelo olusebenzayo: Yehlisa ukungqubuzana ngezisekelo zolwazi, Imibuzo Evame Ukubuzwa, nemihlahlandlela yokuxazulula inkinga.
Umgomo uwukuvela lapho kusiza kakhulu. Yenza lokho ngokungaguquki bese uphinda ukuthenga kuzolandela, okunomthelela ekugcineni ijika le-CLV elinempilo.
2. Yenza ngokwezifiso izindawo zokuthinta ngokuhlukanisa
Uma ufuna ukukhulisa i-CLV, udinga ukuhlangana namakhasimende lapho ekhona. Idatha ibonisa ukuthi amakhasimende akho acela uhambo lomuntu siqu. Inhlolovo ye-BCG ithola ukuthi amaphesenti angu-75 amakhasimende ase-U.S. anethezekile nezinkampani ezisebenzisa ulwazi olutholakala esidlangalaleni ngazo ukuze zenze okuhlangenwe nakho okungokwezifiso.
Umthombo: https://www.bcg.com/publications/2024/what-consumers-want-from-personalization
Yilapho ukuhlukaniswa kokuziphatha kungena khona.
Esikhundleni sokuhlukanisa ngezibalo zabantu eziyisisekelo, hlanganisa izethameli zakho ngalokho ezikwenzayo:
Ukuziphatha: Ukuthi bangabathengi bokuqala noma abaphindayo, yiziphi izigaba abazithengayo, nokuthi bahlela kabusha kangaki
Ukuhlanganyela: Indlela abasebenzisana ngayo ngokuchofoza i-imeyili, ukuvakasha kwesayithi, ukusetshenziswa kwesici, noma amathikithi okusekela
Inani lekhasimende: Kungakhathaliseki ukuthi bangabathengi bemali ephezulu, abathengi abanesaphulelo kuphela, noma abathembekile besikhathi eside
Ngamasegimenti endaweni, izinyathelo ezilandelayo ziqonde kakhudlwana. Ungakwazi:
I-Upsell and cross-sell ngokusekelwe kulokho amakhasimende asekuthengile.
Qalisa ukugcwaliswa kabusha noma ukuvuselela imilayezo ngesikhathi esifanele.
Vuselela amakhasimende aphelelwe yisikhathi ngomnikelo ofanele (hhayi ukuqhuma okuvamile).
Klomelisa amakhasimende akho ahamba phambili, ukuze ahlale isikhathi eside.
Uma udinga uhlaka olulula ukuze uqalise, sebenzisa le ndlela yokuhlukanisa ikhasimende futhi wakhe kusukela lapho. Umgomo uwukuthumela imilayezo embalwa, ukwenza ngamunye uhambisane kakhulu, futhi uzuze imali engenayo eyengeziwe kumakhasimende osuvele unawo.
3. Shicilela i-E-blast Ebandakanyayo, Efundisayo noma Incwadi Yezindaba
Izimpahla zokumaketha nge-imeyili, ezifana ne-e-blasts noma izincwadi zezindaba, zikugcina uphambi kwamakhasimende ngemva kokuthenga kokuqala. Yilapho i-CLV iwinwa noma ilahleka khona.
Nawa amathiphu ambalwa okwenza ama-imeyili akho asebenzele ukugcinwa komjikelezo wokuphila:
Isegimenti ngaphambi kokuthi uthumele. Amasegimenti okuziphatha osuwakhile ahumusha ngokuqondile ku-imeyili. Iqembu ngalinye lidinga umlayezo ohlukile kanye ne-cadence.
Yenza ama-imeyili akho afaneleke ukuwafunda. Thumela okokufundisa namathiphu ukusiza abathengi ukuthi bathole okuningi emikhiqizweni yakho. Engeza okuqukethwe okukhiqizwa umsebenzisi, ukufinyelela kwangaphambi kwesikhathi okukhethekile, nomaizindaba zekhasimende "ezingcono kakhulu" zokugcina ukusebenzelana kuphezulu.
Hlola imigqa yesihloko sakho. Imigqa yesihloko yokuhlolwa kwe-A/B, landelela amanani avuliwe, futhi ucwenge ngokusekelwe kulokho okusebenzayo. Amalifti amancane kumanani avulekile ahlanganiswa ngokuhamba kwesikhathi.
Thumela ama-imeyili akho njalo. Thola imvamisa elungele amakhasimende akho nebhizinisi lakho (futhi uvumele ababhalisile bakhethe izinketho njengokuthi “maviki onke kuphela”).
Kwenze kahle, futhi i-imeyili ingaba isisetshenziswa sakho esilula sokuthenga okuphindayo kanye ne-CLV ephezulu.
4. Dala Amaphuzu Okuhlanganyela Amaningi Ngangokunokwenzeka
Lapho amakhasimende ethola khona izindawo eziningi umkhiqizo wakho (futhi ethola inani kuwo), kulapho ehlala isikhathi eside khona. Lowo ngumqondo ongemuva kwamaphuzu okuzibandakanya. Lezi yizikhathi lapho amakhasimende ebona okuthile okuwusizo kumkhiqizo wakho futhi athole isizathu sokubuya.
Nakhu lapho ungagxilisa khona imizamo yakho:
Yenza uhlu lwezindawo lapho amakhasimende akho echitha khona isikhathi, kokubili ku-inthanethi nokungaxhunyiwe ku-inthanethi.
Yakha ubukhona bokukhangisa noma okuqukethwe kulezo zindawo.
Khuthaza amakhasimende akho ukuthi azibandakanye nomkhiqizo wakho kulawo mapulatifomu.
Bese wakha izindawo zokuthinta ezigcina umkhiqizo wakho ubonakala. Izibonelo zifaka:
Izinkinobho zokulandela umphakathi emakhasini anenhloso ephezulu
Ukukhetha ukungena nge-SMS ukuze ubuyele esitokweni noma oda kabusha izikhumbuzi
Umema ukujoyina imiphakathi efana ne-Reddit noma i-Discord
Ama-Webinars namademo abukhoma
Ukubuyisela kabusha okuthuthukisa imfundo, hhayi nje izaphulelo
Amabhrendi ane-CLV eqinile yiwo avela ezindaweni ezifanele.
5. Yakha Imodeli Yokukhokha Kaningi (Okubhaliselwe).
Enye yezindlela ezinamandla kakhulu zokuthuthukisa i-CLV imodeli yokubhalisa. Ikunikeza indlela yemali engenayo ephindelelayo, futhi amakhasimende akhokha kakhulu futhi abiza kancane ukuyigcina ngokuhamba kwesikhathi.
Thatha i-Spotify Premium, isibonelo. Ngo-$12.99 ngenyanga, obhalisele iminyaka emibili ukhiqiza:
$12.99 × 12 = $155.88 ngonyaka$155.88 × 2 = $311.76 emalini engenayo yokuphila konke
Umthombo: https://www.spotify.com/us/premium/#ref=spotifycom_header_premium_individual
Qhathanisa lokho nebhizinisi lokuthenga lesikhathi esisodwa. Uma i-oda lakho elimaphakathi lingu-$50, uzodinga lelo khasimende ukuthi lithenge izikhathi eziyisithupha ukuze lifane nenani lomuntu obhalisele iminyaka emibili.
6. Nikeza Uhlelo Lokudlulisela
Uhlelo lokudlulisela oluklanywe kahle ludonsa umsebenzi okabili. Iletha amakhasimende amasha futhi inikeze akhona isizathu sokuhlala bematasa.
Uhlelo lokudlulisela lwe-Dropbox luyisibonelo sakudala. Mema umngane ukuthi abhalise ku-Dropbox Basic, futhi nobabili nithola kufika ku-16 GB wesitoreji esengeziwe.
Umthombo: https://www.dropbox.com/refer
Leso sakhiwo sisebenzela i-CLV ngoba umvuzo ngokwawo uqhuba ukusetshenziswa komkhiqizo. Isitoreji esengeziwe sisho amafayela engeziwe, okusho izizathu ezengeziwe zokuhlala. Uhlelo lokudlulisela ngempumelelo luba iluphu yokwethembeka.
7. Sebenzisa Ukwenza Okuthandwa Nguwe Ekukhangiseni Kwakho
Sike sahlanganisa ukuhlukaniswa kokuziphatha ngaphambilini. Lokhu kumayelana nokuthi wenzani ngalawo maqembu uma usunawo. Kufanele ulethe ukuzizwisa komuntu siqu okumaketha okucacile ngokwanele ukuze amakhasimende akuqaphele.
Okulindelwe ngamakhasimende kushintshile. I-BCG ithola ukuthi amaphesenti angu-80 amakhasimende anethezekile ngesipiliyoni esiqondene nawe, iningi lithi likulindele. Kodwa akuwona wonke umuntu owenziwe ngokulingana. Ukufaka nje igama lokuqala emugqeni wesihloko se-imeyili akusafaneleki.
Ukwenza kube ngokwakho okuhambisa i-CLV kubukeka kanje:
Izincomo zomkhiqizo ezisuselwe kulokho amakhasimende akubukile noma akuthengile. Lokho kungase kube uhlobo lokunakekelwa kwesikhumba oluphakamisa okokuthambisa kumuntu osanda kuthenga okokuhlanza.
Okuqukethwe okufana nesiteji sekhasimende ohambweni lomthengi. Lokho kungase kube imihlahlandlela yabaqalayo kubathengi abasha, okokufundisa okuthuthukile kubasebenzisi bamandla, noma amathiphu okuthuthukisa amakhasimende esikhathi eside.
Isikhathi esihlonipha umjikelezo wabo. Lokho kungase kube izikhumbuzo zokuthi uhlele kabusha ngaphambi kokuthi ikhasimende liphelelwe umkhiqizo wakho noma ukugeleza kwe-win-back kumakhasimende athule.
Inselele ukuthi amakhasimende anezinga eliphezulu lalokho okubhalisela okomuntu siqu. Ucwaningo lwe-Deloitte Digital luthola ukuthi abathengi babona amaphesenti angama-43 kuphela okuhlangenwe nakho njengokuqondene nomuntu siqu, kuyilapho imikhiqizo engemuva kwabo ithi amaphesenti angu-61.
Amabhrendi avala igebe aletha ukwenza kube ngokwakho okubonwa amakhasimende futhi acwengisise kusukela lapho.
8. Qoqa futhi uthathe isinyathelo ngempendulo
Impendulo ingenye i-lever eqondile onayo ku-CLV. Ikutshela lapho umkhiqizo noma ulwazi lwakho kusilela khona ngaphambi kokuthi amakhasimende ahambe. Uma amakhasimende anele asho into efanayo, lokho kuwuphawu oluqinisekile lokuthi uthola okuthile okungalungile.
Ukulungisa amaphuzu okushayisana kusekela ukugcinwa kwamakhasimende. Isipiliyoni Sekhasimende sika-PwC sika-2025Ucwaningo luthola ukuthi amaphesenti angu-52 abathengi ayeke ukusebenzisa noma ukuthenga enkampanini ngenxa yokuhlangenwe nakho okubi ngemikhiqizo noma amasevisi ayo. Cishe oyedwa kwabangu-3 (amaphesenti angu-29) uyeke ukusebenzisa noma ukuthenga ngenxa yesipiliyoni esibi sekhasimende, kungaba ku-inthanethi noma mathupha.
Umthombo: https://www.pwc.com/us/en/services/consulting/business-transformation/library/2025-customer-experience-survey.html
Kuyasiza ukuguqula impendulo ibe isenzo ngeluphu ephindaphindwayo:
Buza imibuzo ngemva kwezikhathi ezibalulekile njengokulethwa noma ukusebenzisana kosekelo.
Maka izinkinga ezivelayo njengezindleko zokuthumela noma ukungqubuzana kokusetha.
Vala iluphu ngokutshela amakhasimende uma ulungisa okuthile akuhlabile.
I-upside iyiqiniso. I-Qualtrics ibika ukuthi iningi lamakhasimende ase-U.S. (amaphesenti angu-72) azokhokha okwengeziwe ukuze azisebenzisele i-premium. Lungisa lawo maphuzu okushayisana impendulo yakho ewakhombayo, futhi isisekelo samakhasimende esifanayo siqala ukukhiqiza imali engenayo eyengeziwe.
9. Gxila Ekugcineni phezu kokutholwa
Ukuthengisela amakhasimende akhona kungase kushibhe kunokuthola amasha. Kungakho ukugcinwa kungenye yezindlela ezisheshayo zokukhulisa i-CLV. Ukuthola kukuthola indali yokuqala, kodwa ukugcinwa kukuthola okwesibili, okwesithathu, kanye nokweshumi.
Ukugcinwa kungavula nemali engenayo yokunwetshwa. Amakhasimende asevele ethemba wena maningi amathuba okuthi athenge kaningi uma ukunikezwa kuzwakala njengesinyathelo semvelo esilandelayo kune-pitch.
Isihluthulelo siwukwenza imizamo yakho yokuthengisa nokuthengisa izinto ezahlukene izwakale njengosizo, hhayi ingcindezi:
I-Upsell lapho ithuthukisa umphumela ngokusobala, noma ngabe lokho kungukuthumela okusheshayo noma ukwesekwa kwe-premium.
Thengisa ngokuphambene ngokusekelwe ekuthengeni kokugcina kwekhasimende, njengokugcwaliswa kabusha noma imikhiqizo ehambisanayo.
Qalisa okunikezwayo ngemuva kwezikhathi eziyimpumelelo, njengokuthenga okuphindayo noma ukusebenzisana okuhle kokusekela.
Ekugcineni, isikhathi yikho konke. I-upsell efika ngesikhathi esifanele izwakala njengesevisi enhle. Ukunikezwa okufanayo ngesikhathi esingalungile kuzwakala njengengcindezi.
Imibuzo Evame Ukubuzwa
Liyini inani lempilo yekhasimende (i-CLV)? I-CLV iyisamba semali engenayo ikhasimende eliyitholayo kubo bonke ubudlelwano balo nebhizinisi lakho. Kubalulekile ngoba kushintsha ukugxila kwakho kokumaketha kusuka kokuthi "thola ukuthengisa" kuya "kugcine ikhasimende." Landelela i-CLV ngeshaneli nangesegimenti ukuze ukwazi ukuphinda kabili emithonjeni eletha abathengi abaphindayo, hhayi nje abazingeli abathengisa izinto zesikhathi esisodwa. Ubala kanjani inani lokuphila kwekhasimende (i-CLV)? Qala ngefomula ye-CLV eyisisekelo: CLV = Inani Elimaphakathi Lokuthenga × Imvamisa Yokuthenga × Ukuphila Kwekhasimende. Donsa isilinganiso senani le-oda kusukela kuzibalo zakho, linganisela ukuthi ikhasimende elijwayelekile lithenga izikhathi ezingaki ngonyaka, bese uphindaphinda ngeminyaka emingaki elihlala kuyo. Sebenzisa izinombolo eziyindilinga kuqala. Uma usunesisekelo, qhathanisa i-CLV kuyo yonke imikhankaso ukuze ubone ukuthi yini eqhuba ukukhula okunenzuzo. Kungani i-customer lifetime value (CLV) ibalulekile? I-CLV ikutshela ukuthi yimalini ongakwazi ukuyisebenzisa ukuze uthole ikhasimende futhi wenze imali. Ngaphandle kwayo, ungakwazi ukukala imikhankaso ebukeka “iyimpumelelo” kodwa ulahlekelwe inzuzo ngemva kwezaphulelo, i-churn, kanye nezindleko zokusekela. Uma uqonda i-CLV, ungabeka phambili ukugcinwa kanye nesikhathi sokugxila nezinsiza eziteshini eziletha amakhasimende abambelele. Ungalinyusa kanjani inani lokuphila kwekhasimende (i-CLV)? I-lever eshesha kakhulu ukugcinwa. Gxila ekuqondeni ukuthi yini egcina amakhasimende akho angcono kakhulu ebuya, bese wakhe amasistimu azungezile. Lokho kusho ukwenza ukuxhumana kwakho kube ngokwakho ukuze kuzwakale kuhambisana, ukudala izindawo zokuxoxisana ezinikeza amakhasimende izizathu zokubuya, nokwenza okwenziwayo kushelele ngokwanele ukuthi angabi nasizathu sokuhamba.
Isiphetho
I-CLV ingenye yezimpawu ezicace kakhulu ukuthi ukumaketha kwakho kuyasebenza. Uma ikhuphuka, ukutholwa kwakho, ukugcinwa, kanye nemizamo yokunweba ihamba ngendlela efanayo. Uma isicaba noma iwa, into ethile kulelo ketanga iyaphuka.
Yonke insimbi ehambisa i-CLV ingaphansi kolawulo lwakho. Qala ngokubala isisekelo sakho bese usiqhathanisa ne-CAC yakho. Leso silinganiso sikutshela ukuthi ukukhula okunenzuzo kubukeka kanjani ebhizinisini lakho.
Kusukela lapho, gxila ekunikezeni amakhasimende akho izizathu zokubuya ngemiyalezo yomuntu siqu kanye nokuqukethwe okubandakanyayo. Futhi gcina leyo loop yempendulo ivuliwe ukuze wonke umjikelezo wenze ukugcinwa kwakho kucace.
Ekugcineni, ukugcinwa kwekhasimende yilapho i-CLV iwinwa noma ilahleka khona. Amabhrendi athola lokho ayayeka ukulungiselela indali yokuqala futhi aqale ukwakha okuthile okufanele ukuhlalele.
