Ibyingenzi
CLV ipima amafaranga yose umukiriya yinjiza mumibanire yabo yose nubucuruzi bwawe.
Gukurikirana CLV bigufasha gupima aho iterambere ryawe rirambye, ntabwo gusa niba ubukangurambaga bwawe bwa nyuma bwakoze.
Koresha formulaire yibanze ya CLV kugirango ubone ibyingenzi byifashishwa byihuse: CLV = Impuzandengo yo Kugura Agaciro × Kugura inshuro × Ubuzima bwabakiriya.
CLV itanga agaciro gakomeye iyo ihujwe nibindi bintu. Kurugero, kugereranya CLV nigiciro cyo kugura abakiriya (CAC) birashobora kuguha ishusho isobanutse yubuzima bwubucuruzi.
Bumwe mu buryo bwihuse bwo gukura CLV ni ugukomeza kwibanda ku kwamamaza. Ibyo bivuze kubaka ingingo nyinshi zo gusezerana binyuze mumayeri nko gutandukanya ibyiciro, gushimangira abiyandikisha, hamwe na gahunda yo kohereza.
Agaciro k'umukiriya ubuzima bwe bwose (CLV) ninjiza umukiriya ashobora kwinjiza mumibanire yabo yose nubucuruzi bwawe. Mu kwamamaza, ni umwe mu mibare mike ikubwira niba iterambere ryawe rirambye.
Ubukangurambaga bushobora gukubita umubare wabwo kandi ugakomeza gutakaza amafaranga, ariko niba urimo gupima gusa gukanda cyangwa kugura bwa mbere, ntuzabona ko bibaho.
CLV iguhatira kubaza ibibazo byiza:
Urimo gukurura abakiriya beza?
Urabikomeza?
Urimo kongera kugura no kugura inyungu mugihe runaka?
Dore inzira yoroshye yo kubitekerezaho. Niba abakiriya bawe basanzwe bakomera kumyaka itatu kandi bakagura inshuro enye mumwaka, kwamamaza kwawe bigomba kubakwa kugirango ukomeze umubano, ntubone kugurisha kwambere.
Ubushakashatsi bwa Smile.io bwerekana ko igihe kirekire abakiriya bagura bafite ikirango, niko bakoresha amafaranga kuri buri cyegeranyo. Mu bwiza no kwisiga byonyine, abaguzi bagura 45% kuri buri cyegeranyo nyuma yimyaka itatu kuruta uko babitangiye umubano.
Muri iyi nyandiko, tuzasenya icyo CLV isobanura, uburyo bwo kubara, ibigiraho ingaruka cyane, nuburyo ushobora kuyikoresha kubwinyungu zawe.
Bumwe mu buryo bwihuse bwo gukura CLV ni ugukomeza kwibanda ku kwamamaza. Ibyo bivuze kubaka ingingo nyinshi zo gusezerana binyuze mumayeri nko gutandukanya ibyiciro, gushimangira abiyandikisha, hamwe na gahunda yo kohereza.
CLV ni iki?
CLV ninjiza yose ushobora kwitega kubakiriya mugihe cyimibanire yabo nikirango cyawe.
Niyo mpamvu CLV ari igipimo cyibanze cyo kwamamaza. Ihuza ibikorwa-byo hejuru-nkibikorwa (nk'iyamamaza, ibirimo, itangwa, hamwe nimpapuro zimanuka) nukuri bitera iterambere rirambye, aribyo kugumana no kwaguka. Ariko 37 ku ijana by'amashyirahamwe ni yo akoresha CLV mu buryo bw'ubushakashatsi, nk'uko ubushakashatsi bwa Forrester bubitangaza. Ibi bivuze ko abacuruzi benshi babura agaciro kayo.
CLV Nuburebure bwigihe kirekire cyo gukura, ntabwo ari ibipimo byubusa
Ubukangurambaga bushobora "gutsinda" gukanda cyangwa kugura bwa mbere kandi biracyari icyemezo kibi mubucuruzi.
Kurugero, ubwo bukangurambaga bushobora kuganisha kuri:
Kugura abaguzi babura nyuma ya promo
Ibihendutse bihendutse bitigera bihinduka abakiriya
Kugura inshuro imwe nta myitwarire ikurikirana
CLV igaragaza ubwo buryo. Niba CLV iri hasi, bivuze ko abakiriya bawe batagumye hafi. Niba CLV izamuka, urashobora kubwira icyerekezo, ibyifuzo, hamwe ningamba zo gukura ushyira mubikorwa zitangiye gukora.
CLV Irashobora Kwinjiza- cyangwa Inyungu-ishingiye
Amakipe menshi atangirana ninjiza CLV kuko biroroshye. Nibisanzwe umukiriya yamara ubuzima bwe bwose.
Inyungu CLV irakomeye (kandi irashobora kuba ingirakamaro). Ninyungu mpuzandengo umukiriya yinjiza nyuma yikiguzi. Niba marge itandukanye nibicuruzwa, inyungu CLV iguha kureba neza igikwiye gupimwa.
CLV igufasha gufata ibyemezo byiza byo kwamamaza
Hamwe na CLV, urashobora gusubiza:
Niyihe miyoboro izana abakiriya bakomera
Niki gitanga gukurura abaguzi igihe kirekire nabahiga amasezerano
Ni bangahe ushobora kwishyura muri CAC kandi ukagumana inyungu
Kugira ibisubizo bifatika, bishingiye ku makuru kuri ibi bibazo bigufasha kubona byinshi kubakiriya beza no kubikomeza.
Impamvu CLV ifite akamaro
CLV nimwe muburyo bwiza bwo gupima ubudahemuka bwabakiriya kuko bwerekana ibyo umukiriya amara mugihe, ntabwo byabaye gusa nyuma yo gukanda kwambere cyangwa kugura kwinshi.
Inkomoko: https://www.zendesk.com/blog/umukiriya-umurimo-kandi-ubuzima bwose-umukiriya-gaciro/
Ubudahemuka bisobanura kugumana, kandi kugumana bisobanura kwinjiza cyane. Mubyukuri, no kuzamura gake (5 ku ijana) mugukomeza abakiriya byagaragaye ko byongera inyungu zamasosiyete aho ariho hose kuva kuri 25 kugeza 95%.
CLV ikuraho urusaku rwibindi bipimo kuko yibanda ku gaciro karekare, ntabwo ariflash-in-pan-kwiyambaza umuvuduko wimodoka nihindagurika ryigihe. Iyo ukurikiranye CLV, uhagarika gukabya kubipimo byigihe gito hanyuma ugatangira gushora imari mubyinjiza byigihe kirekire.
Gukurikirana CLV nayo ihatira ibyemezo byiza mubucuruzi. CLV yerekana ibicuruzwa cyangwa ibintu byubucuruzi bwawe butwara igihe kirekire cyane, nuburyo ushobora kunoza uduce duto kugirango ufashe kwagura umubano.
CLV nuburyo buryo ibigo bifite ishingiro "umuyobozi wigihombo". Amazone yamamaye cyane mubikoresho bya Kindle na Alexa nk'irembo ryo kugura ibitabo byinshi mugihe kuko umubano wubuzima wari ufite agaciro kuruta kugurisha kwambere.
Niba izo ngingo zidafite akamaro gahagije, CLV nayo ihuza inyungu ninyungu. Niba wongereye CLV, wongera inyungu. Kubera iki? Kuberako abakiriya basubiramo bakoresha byinshi hamwe nikirango cyawe, kandi kugurisha kwose bakuzanira kugiciro kiri munsi yambere. Ugomba gukoresha gusa kugirango ubone rimwe, kandi mugihe bakomeje kugura, agaciro rusange k'uwo mukiriya kiyongera.
Umukinnyi ni uko amakipe menshi atagipima neza CLV. Niyo mpamvu kubona ubu burenganzira biba inyungu nyayo.
Nigute Kubara CLV
Dore uburyo bwo kubara CLV: (Impuzandengo yo Kugura Agaciro) x (Kugura inshuro) x (Ubuzima bwabakiriya) = CLV
Noneho, vuga ko umukiriya wawe ugereranije akoresha amadorari 50 kuri buri cyegeranyo, agura inshuro enye mu mwaka, kandi akamara imyaka 3. Nibyo $ 600 CLV ($ 50 × 4 kugura / umwaka × imyaka 3 = $ 600 CLV).
Imibare iroroshye, ariko birahagije gutangira guhamagara neza kumayeri yo kugumana nuburyo "gukura byunguka" bisa.
Kumena Inyongeramusaruro
Buri cyinjijwe muri formula gikwiye gusobanuka kumagambo yacyo:
Impuzandengo yo kugura: Ibyo umukiriya akoresha mubikorwa, ugereranije
Kugura inshuro: Ni kangahe bagura kumwaka
Ubuzima bwabakiriya: Igihe bakomeza kugura muri wewe (mumyaka)
Inkomoko: https://www.tidio.com/blog/umukiriya-ubuzima bwose-gaciro/
Moderi yambere ya CLV (Mugihe ubakeneye)
Aho gutekereza ko buri mukiriya akurikira inzira imwe, moderi yateye imbere ikoresha uburyo bwimyitwarire nyayo yo kugereranya indangagaciro neza. Babiri muburyo bukunze kugaragara ni:
Cohort ishingiye kuri CLV: Amatsinda yabakiriya mugihe cyangwa uburyo yabonetse kandi akurikirana uko buri tsinda ryitwara mugihe. Nibyiza kumenya ubukangurambaga bukurura abakiriya bakomera.
Guteganya CLV: Koresha imyitwarire yamateka (nkibisabwa, igihe hagati yo kugura, cyangwa ibimenyetso bya churn) kugirango uhanure ibyo umukiriya ashobora gukoresha ubutaha. Ibi nibyiza mugihe ushaka kugumana kugumana cyangwa gushyira imbere konti zifite agaciro kanini.
Ukoresheje CLV na CAC
CLV ntabwo igira ingaruka mukwigunga. Mubihuze na CAC, kandi ishusho irasobanuka neza. CAC ipima ibyo ukoresha kugirango ubone umukiriya (gushingira kumatangazo, ibikoresho, ibigo, igihe cyo kugurisha, no kugabanyirizwa).
Umubano uroroshye:
CLV ikubwira icyo umukiriya afite agaciro
CAC ikubwira icyo uwo mukiriya agutwara
Ikinyuranyo hagati yabo ni idirishya ryinyungu
Niba impuzandengo yawe ya CLV ari $ 600 naho CAC yawe ni 200 $, winjiza amadorari 3 kuri buri dorari ukoresha kugirango ubone umukiriya. Ariko niba CAC yawe igenda igera ku $ 500, marike yawe irazimira. Urashobora kubyumva mumafaranga atemba mbere yuko ubibona mumibare.
Koresha CLV na CAC hamwe kugirango ushireho izamu kumafaranga yo kugura hanyuma uhitemo imiyoboro niyamamaza bikwiye kubika.
Niki kigira ingaruka kuri CLV cyane
CLV ntabwo ari umubare utangaje "ibirango binini" gusa bishobora kubara no kwiyongera. Ibipimo byapimwe hamwe nubunararibonye bwagutse birabigutera, kandi ibyo byose biri mubuyobozi bwawe:
Igipimo cyo kugumana: Igihe abakiriya bamara. Abantu bahindagurika nyuma yo kugura kimwe cyangwa bibiri bifata CLV yawe, nubwo ibyo waguze byakomera.
Kugura inshuro: Ni kangahe abakiriya bagura. Aha niho hibutswa ibyibutswa, kwiyandikisha kwiyandikisha, hamwe nubwenge bukurikirana bishobora kongera amafaranga menshi.
Impuzandengo yo gutumiza agaciro: Ibyo abakiriya bakoresha kugura. Bundles, on-ons, hamwe nibicuruzwa byiza birashobora kuzamura CLV bidasabye traffic nyinshi.
Uburambe bwabakiriya: Kugabanuka gake, nibyiza. Ibibazo byo kohereza, kwitiranya ubwato, inkunga idakomeye, hamwe na cheque yuzuye irashobora kwirukana abakiriya kure no gukurura CLV yawe.
Kwishyira ukizana kwawe n'akamaro: Ubutumwa bufite akamaro burashobora kugereranya kugura inshuro nyinshi. Ubushakashatsi bwa Gartner bwerekana ko abakiriya basezeranye binyuze mubikorwa byihariye, byihariye bikubye inshuro 2,3 ibyiringirokurangiza icyemezo cyo kugura. Imeri rusange iturika cyangwa ubunini-bumwe-busanzwe butanga abantu gusa bakwirengagiza.
Buri wese muri aba bashoferi arashobora kugenzurwa. Umaze kumenya lever igabanya CLV yawe, uzi neza aho ugomba kwibandaho ubutaha.
Uburyo bwo Gukura CLV
Agaciro k'umukiriya ubuzima ntagabanijwe neza. Nkuko igishushanyo gikurikira kibyerekana, agaciro k'abakiriya gakurikira inzogera. Ubushakashatsi bwakozwe na Retent busanga abakiriya bagera kuri 20% badafite inyungu, 60% bunguka, naho 20% bakunguka cyane mugihe.
Inkomoko: https://www.uburyo.com/blog/kongera-umukiriya-ubuzima-bihe-bihe/
Gukura CLV bisobanura guhindura uwo murongo iburyo. Ibi bisaba kongera inshuro abakiriya bagura nuburyo bakoresha mugihe bashizeho ibihe byimuka muribyinshi mubice byawe bifite agaciro kanini.
Hano hari inama zuburyo bwo kwagura ibipimo.
1. Sobanukirwa niki gituma abakwumva barwara
CLV ikura mugihe abakiriya bakomeje gushaka impamvu zo kugaruka, kandi ibyo bisaba guhuza byinshi kuruta kugura kwambere.
Ariko gukomeza abakiriya bawe gusezerana birakomeye. BCG ivuga ko impuzandengo y'abakiriya bo muri Amerika ari muri gahunda 15 yo kwizerwa ku baguzi (hejuru ya 10 ku ijana guhera 2022). Mugihe binjiye muri gahunda nyinshi, ubudahemuka no gusezerana bikunze kugabanuka. Amahitamo menshi asobanura amarushanwa menshi yo kwitabwaho, kandi amayeri rusange yo kugumana ntabwo azagabanuka. Ibirango byatsindiye kuri CLV nibyo biha abakiriya impamvu zihariye zo kugaruka.
Tangira umenya uwo ubwira n'impamvu bakuguze mbere. Abakiriya borohereza ibyo byoroshye. Baraguhatira gushushanya ibyifuzo byabaguzi bawe nibibazo ubucuruzi bwawe bukemura.
Kuva aho, hindura ibikubiyemo aho abakiriya bari murugendo rwabo:
Onboarding: Bafashe gukubita intsinzi hakiri kare hamwe nuyobora no gutangiza vuba.
Uburezi: Kongera ubumenyi bwabo muburyo-kubirimo, kwisi-imikoreshereze yimanza, hamwe nibicuruzwa.
Kwuzuza: Komeza ubike hamwe na progaramu ya reorder mugihe kandi yibutsa ububiko buke.
Icyemezo mbonezamubano: Kubaka icyizere hamwe nibisobanuro byabakiriya ninkuru zitsinzi.
Inkunga ifatika: Mugabanye guterana amagambo ashingiye kubumenyi, ibibazo, hamwe nuyobora ibibazo.
Intego nukwerekana mugihe bifasha cyane. Kora ibyo uhoraho kandi usubiremo ibyaguzwe bizakurikiraho, amaherezo bigira uruhare mubuzima bwiza bwa CLV.
2. Hindura uburyo bwo gukoraho hamwe na Segmentation
Niba ushaka gukura CLV, ugomba guhura nabakiriya aho bari. Amakuru yerekana ko abakiriya bawe basaba urugendo rwihariye. Ubushakashatsi bwakozwe na BCG bugaragaza ko 75 ku ijana by'abakiriya ba Amerika borohewe n’amasosiyete akoresha amakuru aboneka ku mugaragaro kugira ngo bakore uburambe bwihariye.
Inkomoko: https://www.bcg
Aho niho hinjira igice cyimyitwarire.
Aho gutandukanya na demokarasi y'ibanze, shyira abakwumva kubyo bakora:
Imyitwarire: Yaba ari ubwambere cyangwa gusubiramo abaguzi, ibyiciro bagura, ninshuro basubiramo
Gusezerana: Uburyo bakorana binyuze mukanda kuri imeri, gusura urubuga, gukoresha imiterere, cyangwa amatike yo gushyigikira
Agaciro k'abakiriya: Niba ari abakoresha amafaranga menshi, abaguzi-bagabanutse gusa, cyangwa abizerwa igihe kirekire
Hamwe nibice, intambwe ikurikira irarenze. Urashobora:
Upsell no kugurisha ukurikije ibyo abakiriya bamaze kugura.
Imbarutso yo kuzuza cyangwa kuvugurura ubutumwa mugihe gikwiye.
Ongera uhindure abakiriya batakaye hamwe nibisabwa (ntabwo ari ibisasu rusange).
Ihemba abakiriya bawe beza, bityo bagumane igihe kirekire.
Niba ukeneye urwego rworoshye kugirango utangire, koresha ubu buryo bwo gutandukanya abakiriya hanyuma wubake kuva aho. Intego nukwohereza ubutumwa buke, buriwese aringirakamaro, kandi winjize amafaranga menshi kubakiriya usanzwe ufite.
3. Tangaza E-guturika cyangwa Kumenyesha amakuru
Imeri yo kwamamaza imeri, nka e-guturika cyangwa ibinyamakuru, bigukomeza imbere yabakiriya nyuma yo kugura bwa mbere. Aho niho CLV yatsindiye cyangwa yatakaye.
Hano hari inama nkeya kugirango imeri yawe ikore kubuzima bwubuzima:
Igice mbere yo kohereza. Ibice byimyitwarire umaze kubaka bihindura kuri imeri. Buri tsinda rikeneye ubutumwa butandukanye na cadence.
Kora imeri yawe ikwiriye gusoma. Ohereza inyigisho ninama zifasha abaguzi kubona byinshi mubicuruzwa byawe. Ongeraho ibyakozwe nabakoresha, byihariye kuboneka kare, cyangwa"Ibyiza" inkuru zabakiriya kugirango bakomeze gusezerana hejuru.
Gerageza imirongo yawe. A / B ibizamini byumurongo, ukurikirane ibiciro byafunguye, kandi binonosore ukurikije icyakora. Guterura ntoya mubiciro bifunguye byiyongera mugihe.
Ohereza imeri yawe buri gihe. Shakisha inshuro zibereye abakiriya bawe nubucuruzi bwawe (kandi ureke abiyandikishije bahitemo amahitamo nka "icyumweru gusa").
Kora neza, kandi imeri irashobora guhinduka uburyo bworoshye bwo kugura inshuro nyinshi hamwe na CLV yo hejuru.
4. Shiraho ingingo nyinshi zo gusezerana nkuko bishoboka
Ahantu henshi abakiriya bahura nikirango cyawe (kandi ukabona agaciro kivuyemo), igihe kirekire. Nicyo gitekerezo kiri inyuma yingingo zo gusezerana. Nibihe abakiriya babona ikintu cyingirakamaro mubirango byawe bagashaka impamvu yo kugaruka.
Dore aho twerekeza imbaraga zawe:
Kora urutonde rwahantu abakiriya bawe bamara umwanya, haba kumurongo no kumurongo.
Teza imbere kwamamaza cyangwa kwamamaza ibicuruzwa muri ibyo bibanza.
Shishikariza abakiriya bawe kwishora hamwe nikirango cyawe kuriyi mbuga.
Noneho wubake aho ukoraho kugirango ikirango cyawe kigaragare. Ingero zirimo:
Imibereho ikurikira buto kurupapuro rwinshi
SMS opt-ins kubisubiza inyuma cyangwa kwibutsa reorder
Saba kwinjira mumiryango nka Reddit cyangwa Discord
Urubuga na demo nzima
Gusubira inyuma biteza imbere uburezi, ntabwo ari kugabanuka gusa
Ibirango bifite CLV ikomeye nibyo bigaragara ahantu heza.
5. Tegura uburyo bwo Kwishura (Kwiyandikisha) Icyitegererezo
Bumwe mu buryo bukomeye bwo kunoza CLV ni moderi yo kwiyandikisha. Iraguha uburyo bwo kwinjiza amafaranga, kandi abakiriya bishyura byinshi kandi bagatwara make kugirango bagumane urugendo rurerure.
Fata Spotify Premium, kurugero. Ku $ 12.99 buri kwezi, abafatabuguzi b'imyaka ibiri batanga:
$ 12.99 × 12 = $ 155.88 ku mwaka $ 155.88 × 2 = $ 311.76 mu kwinjiza ubuzima
Inkomoko: https://www.spotify.com/us/premium/#ref=spotifycom_umutwe_premium_umuntu ku giti cye
Gereranya ibyo nubucuruzi bwigihe kimwe. Niba impuzandengo yawe isanzwe ari $ 50, wakenera uwo mukiriya umwe kugura inshuro esheshatu gusa kugirango uhuze agaciro kiyandikisha ryimyaka ibiri.
6. Tanga gahunda yo kohereza
Porogaramu yateguwe neza ikurura inshuro ebyiri. Bizana abakiriya bashya kandi biha abahari impamvu yo gukomeza gusezerana.
Porogaramu yoherejwe na Dropbox ni urugero rwiza. Saba inshuti kwiyandikisha kuri Dropbox Shingiro, kandi mwembi mugera kuri 16 GB yububiko bwiyongereye.
Inkomoko: https://www.dropbox.com/reba
Iyo miterere ikora kuri CLV kuko ibihembo ubwabyo bitera gukoresha ibicuruzwa. Ububiko bwinshi busobanura amadosiye menshi, bivuze impamvu nyinshi zo kuguma. Gahunda yo kohereza ihinduka neza ubudahemuka.
7. Shyira mubikorwa Kwamamaza kwawe
Twakurikiranye ibyiciro byimyitwarire mbere. Ibi bijyanye nibyo ukorana naya matsinda umaze kuyagira. Ugomba gutanga ubunararibonye bwo kwamamaza bwihariye bwihariye kubakiriya babibona.
Ibiteganijwe kubakiriya byahindutse. BCG isanga 80 ku ijana byabakiriya borohewe nubunararibonye bwihariye, benshi bavuga ko babiteze. Ariko ntabwo buri muntu ku giti cye yaremewe kimwe. Kwinjiza gusa izina ryambere kumurongo wa imeri umurongo utagishoboye.
Kwishyira ukizana kwimura CLV bisa:
Ibyifuzo byibicuruzwa ukurikije ibyo abakiriya babonye cyangwa baguze. Ibyo birashobora kuba ibirango byita kuruhu byerekana moisurizer kumuntu waguze isuku.
Ibirimo bihuye nicyiciro cyumukiriya murugendo rwabaguzi. Ibyo birashobora kuba intangiriro yo kuyobora kubaguzi bashya, inyigisho zigezweho kubakoresha ingufu, cyangwa inama nziza kubakiriya b'igihe kirekire.
Igihe cyubahiriza ukwezi kwabo. Ibyo birashobora kwibutsa gutondekanya mbere yuko umukiriya abura ibicuruzwa byawe cyangwa gutsindira-kugaruka kubakiriya bagiye guceceka.
Ikibazo nuko abakiriya bafite umurongo muremure kubyo biyandikisha nkumuntu ku giti cye. Ubushakashatsi bwa Deloitte Digital bugaragaza ko abaguzi bemera 43 ku ijana gusa byuburambe nkumuntu ku giti cye, naho ibirango biri inyuma yabo bavuga 61%.
Ibirango bikuraho icyuho bitanga umwihariko abakiriya babona kandi banonosora aho.
8. Kusanya no gukora kubitekerezo
Ibisubizo nubundi buryo butaziguye ufite kuri CLV. Irakubwira aho ibicuruzwa byawe cyangwa uburambe bigabanuka mbere yuko abakiriya bagenda. Niba abakiriya bahagije bavuga ikintu kimwe, icyo ni ikimenyetso cyukuri ko ubona ikintu kibi.
Gukosora ingingo zo guterana inkunga bifasha kugumana abakiriya. Uburambe bwa PwC 2025Ubushakashatsi bwerekanye ko 52 ku ijana by'abaguzi bahagaritse gukoresha cyangwa kugura ibicuruzwa kubera uburambe bubi ku bicuruzwa cyangwa serivisi. Hafi ya 1 kuri 3 (29 ku ijana) yahagaritse gukoresha cyangwa kugura kubera uburambe bwabakiriya, haba kumurongo cyangwa kumuntu.
Inkomoko: https://www.pwc.com/us/en/services/kugisha inama/ubucuruzi-guhindura amakuru
Ifasha guhindura ibitekerezo mubikorwa hamwe nibisubirwamo:
Baza ibibazo nyuma yigihe cyingenzi nko gutanga cyangwa gushyigikira imikoranire.
Shyira ahagaragara ibibazo bisubirwamo nkibiciro byo kohereza cyangwa gushiraho friction.
Funga uruziga ubwira abakiriya mugihe ukosoye ikintu bashyize ahagaragara.
Ihangane nukuri. Qualtrics ivuga ko abakiriya benshi bo muri Amerika (72 ku ijana) bari kwishyura byinshi kuburambe buhebuje. Kosora izo ngingo zo guterana ibitekerezo byawe biranga, kandi abakiriya bamwe batangira kubyara amafaranga menshi.
9. Wibande ku kugumana ibicuruzwa
Kugurisha abakiriya bariho birashobora kuba bihendutse kuruta kubona bundi bushya. Niyo mpamvu kugumana ari bumwe mu buryo bwihuse bwo gukura CLV. Kugura biguha kugurisha kwambere, ariko kugumana biguha icya kabiri, icya gatatu, nicya 10.
Kugumana birashobora kandi gufungura amafaranga yinjira. Abakiriya basanzwe bakwizeye birashoboka cyane ko bagura kenshi niba itangwa ryumva ari intambwe isanzwe ikurikira aho kuba ikibuga.
Icyangombwa nugukora imbaraga zawe zo kugurisha no kugurisha byunvikana nkubufasha, ntabwo ari igitutu:
Upsell mugihe itezimbere neza ibisubizo, niba aribyo kohereza byihuse cyangwa inkunga ya premium.
Kwambukiranya ibicuruzwa ukurikije ibyo umukiriya aheruka kugura, nko kuzuza cyangwa ibicuruzwa byuzuzanya.
Imbarutso itanga nyuma yigihe cyiza, nko kugura inshuro nyinshi cyangwa imikoranire ikomeye.
Kurangiza, igihe nikintu cyose. Kuzamuka bigeze mugihe gikwiye wumva ari serivisi nziza. Igitekerezo kimwe mugihe kitari cyiza wumva ari igitutu.
Ibibazo
Nuwuhe mukiriya ubuzima bwe bwose (CLV)? CLV ninjiza yose umukiriya yinjiza mumibanire yabo yose nubucuruzi bwawe. Nibyingenzi kuko bihindura intego yawe yo kwamamaza kuva "kubona kugurisha" kugirango "ukomeze umukiriya." Kurikirana CLV ukoresheje umuyoboro nigice kugirango ubashe gukuba kabiri kumasoko azana abaguzi basubiramo, ntabwo abahiga rimwe gusa. Nigute ushobora kubara abakiriya ubuzima bwabo bwose (CLV)? Tangira nuburyo bwibanze bwa CLV: CLV = Impuzandengo yo Kugura Agaciro × Kugura inshuro × Ubuzima bwabakiriya. Kuramo impuzandengo yo gutondekanya agaciro uhereye kubisesenguye, gereranya inshuro zisanzwe abakiriya bagura kumwaka, kandi ugwize imyaka basanzwe bamara. Banza ukoreshe imibare. Umaze kugira ibyingenzi, gereranya na CLV mubukangurambaga kugirango urebe icyateza imbere inyungu. Kuki abakiriya ubuzima bwabo bwose (CLV) ari ngombwa? CLV irakubwira amafaranga ushobora gukoresha kugirango ubone umukiriya kandi ukore amafaranga. Bitabaye ibyo, urashobora gupima ubukangurambaga busa nkaho "bwatsinze" ariko ugatakaza inyungu nyuma yo kugabanywa, kugabanura, hamwe nigiciro cyinkunga. Iyo usobanukiwe na CLV, urashobora gushyira imbere kugumana no kwibanda kumwanya numutungo kumuyoboro uzana abakiriya bakomera. Nigute ushobora kongera abakiriya ubuzima bwabo bwose (CLV)? Umuvuduko wihuse ni ukugumana. Wibande kubyunvikana bituma abakiriya bawe beza bagaruka, hanyuma wubake sisitemu. Ibyo bivuze kwihererana ibikorwa byawe bityo bikumva ko ari ngombwa, gushiraho ingingo zo gusezerana ziha abakiriya impamvu zo gutaha, kandi bigatuma uburambe bugenda neza kuburyo batigera bagira impamvu yo kugenda.
Umwanzuro
CLV nikimwe mubimenyetso byumvikana ko marketing yawe ikora. Iyo izamutse, kugura kwawe, kugumana, no kwagura imbaraga bigenda munzira imwe. Iyo iringaniye cyangwa iguye, ikintu mururunigi kiracika.
Buri lever yimura CLV iri mubuyobozi bwawe. Tangira ubara ibyingenzi hanyuma ubigereranye na CAC yawe. Iri gereranya rirakubwira uko iterambere ryunguka risa kubucuruzi bwawe.
Kuva aho, wibande guha abakiriya bawe impamvu zo kugaruka ukoresheje ubutumwa bwihariye hamwe nibirimo bikurura. Kandi komeza ibyo bitekerezo bisubizwe kugirango buri cyiciro gitume kugumana kwawe bikarishye.
Mu kurangiza, kugumana abakiriya niho CLV yatsindiye cyangwa yatakaye. Ibiranga byerekana ko bihagarika guhitamo kugurisha kwambere hanyuma ugatangira kubaka ikintu gikwiye kugumaho.
