Izinto eziphambili zokuThatha
I-CLV ilinganisa ingeniso epheleleyo eyenziwa ngumthengi kubudlelwane babo bonke neshishini lakho.
Ukulandelela i-CLV kukunceda ulinganise apho ukukhula kwakho kuzinzile, hayi nje ukuba iphulo lakho lokugqibela lisebenzile.
Sebenzisa ifomyula ye-CLV esisiseko ukufumana isiseko esisebenzisekayo ngokukhawuleza: I-CLV = Ixabiso eliqhelekileyo lokuThenga × Ukuthenga rhoqo × uBomi boMthengi.
I-CLV inikezela ngexabiso elikhulu xa idibene nezinye izinto. Umzekelo, ukuthelekisa i-CLV neendleko zokufunyanwa kwabathengi (CAC) kunokukunika umfanekiso ocacileyo wempilo yeshishini.
Enye yeendlela ezikhawulezayo zokukhulisa i-CLV kukuthengisa okugxile kugcino. Oko kuthetha ukwakha iindawo ezininzi zothethathethwano ngokusebenzisa amaqhinga afana nokwahlula okujoliswe kuko, inkuthazo yomrhumo, kunye neenkqubo zokudlulisela.
Ixabiso lobomi bomthengi (i-CLV) yingeniso umthengi anokuthi ayenze kubudlelwane bakhe bonke neshishini lakho. Kwintengiso, lelinye lamanani ambalwa akuxelela ukuba ukukhula kwakho kuzinzile.
Iphulo linokuthi libethe amanani alo kwaye lilahlekelwe yimali, kodwa ukuba ulinganisa ukucofa kuphela okanye ukuthenga okokuqala, awuyi kuyibona isenzeka.
I-CLV ikunyanzela ukuba ubuze imibuzo engcono:
Ngaba utsala abathengi abafanelekileyo?
Ngaba uyazigcina?
Ngaba uyakwandisa ukuthenga okuphindaphindiweyo kunye nemida yenzuzo ekuhambeni kwexesha?
Nantsi eyona ndlela ilula yokucinga ngayo. Ukuba umthengi wakho ophakathi uhlala iminyaka emithathu kwaye uthenga kane ngonyaka, ukuthengisa kwakho kufuneka kwakhiwe malunga nokugcina ubudlelwane buqhubeka, hayi ukufumana intengiso yokuqala.
Uphando lwe-Smile.io lubonisa ukuba ixesha elide abathengi bethenga nge-brand, kokukhona bechitha i-odolo nganye. Ngobuhle kunye nezithambiso zodwa, abathengi bathenga i-45% ngaphezulu kwi-odolo nganye emva kweminyaka emithathu kunokuba benzayo ekuqaleni kobudlelwane.
Kule posi, siza kuchaza ukuba i-CLV ithetha ukuthini, indlela yokubala, yeyiphi impembelelo kuyo kakhulu, kunye nendlela onokuyisebenzisa ngayo ukuze uzuze.
Enye yeendlela ezikhawulezayo zokukhulisa i-CLV kukuthengisa okugxile kugcino. Oko kuthetha ukwakha iindawo ezininzi zothethathethwano ngokusebenzisa amaqhinga afana nokwahlula okujoliswe kuko, inkuthazo yomrhumo, kunye neenkqubo zokudlulisela.
Yintoni i-CLV?
I-CLV yingeniso epheleleyo onokuyilindela kumthengi ngexesha lobudlelwane babo nophawu lwakho.
Yiyo loo nto i-CLV iyimethrikhi engundoqo yokuthengisa. Idibanisa umsebenzi we-top-of-funnel (njengeentengiso, umxholo, izibonelelo, kunye namaphepha okumisa) kwinto eqhuba ngokwenene ukukhula okuzinzileyo, okukugcina kunye nokwandiswa. Kodwa ziipesenti ezingama-37 kuphela zemibutho esebenzisa i-CLV ngobuchule, ngokophando lwaseForrester. Oku kuthetha ukuba uninzi lwabathengisi baphoswa kwixabiso layo.
I-CLV yiMetric yokuKhula kwexesha elide, hayi iMetrikhi engamampunge
Iphulo "linokuphumelela" ngokucofa okanye ekuthengeni okokuqala kwaye libe sisigqibo esibi seshishini.
Umzekelo, elo phulo lingakhokelela ku:
Abathengi besaphulelo abanyamalalayo emva kwe-promo
Izikhokelo ezishibhile ezingaze zibe ngabathengi abaphindayo
Ukuthenga ngexesha elinye ngaphandle kokuziphatha okulandelayo
I-CLV ibhentsisa ezo patheni. Ukuba i-CLV iphantsi, kuthetha ukuba abathengi bakho ababambeleli. Ukuba i-CLV iyenyuka, ungaxelela izikhokelo, izibonelelo, kunye nezicwangciso zokukhula ozisebenzisayo ziqala ukusebenza.
I-CLV inokuba yingeniso- okanye iSekelelwe kwiNzuzo
Uninzi lwamaqela luqala nge-CLV yengeniso kuba ilula. Yinkcitho yobomi bomthengi obuqhelekileyo.
Inzuzo ye-CLV ingqongqo (kwaye inokuba luncedo ngakumbi). Yingeniso eqhelekileyo eyenziwa ngumthengi emva kweendleko. Ukuba imida yohluka ngokwemveliso, i-CLV yenzuzo ikunika umbono ococekileyo wokuba yintoni na ekufuneka uyilinganise.
I-CLV ikunceda wenze iziGqibo eziNgcono zokuThengisa
Nge-CLV, unokuphendula:
Zeziphi iitshaneli ezizisa abathengi abanamathelayo
Olunikezela ukutsala abathengi ixesha elide vs. deal abazingeli
Ingakanani imali onokuthi ukwazi ukuyihlawula kwi-CAC kwaye uhlale unenzuzo
Ukuba neempendulo eziphathekayo, eziqhutywa yidatha kule mibuzo kukunceda ufumane abathengi abalungileyo kwaye ubagcine.
Kutheni i-CLV ibalulekile
I-CLV yenye yeendlela ezicocekileyo zokulinganisa ukunyaniseka kwabathengi kuba ibonisa oko umthengi achitha ixesha elide, kungekhona nje okwenzeka emva kokucofa okokuqala okanye ukuthenga kwabo okukhulu.
Umthombo: https://www.zendesk.com/blog/customer-service-and-lifetime-customer-value/
Ukunyaniseka kuthetha ukugcinwa, kwaye ukugcinwa kuthetha ingeniso ephezulu kakhulu. Enyanisweni, nokunyuswa okuncinci (ipesenti ezi-5) ekugcinweni kwabathengi kubonakaliswe ukwandisa inzuzo yenkampani naphi na ukusuka kwi-25 ukuya kwi-95 ekhulwini.
I-CLV itshayela ingxolo yezinye iimetrics kuba igxile kwixabiso lexesha elide, hayii-flash-in-the-pan isibheno se-traffic spikes kunye nokuguquguquka kwamaxesha onyaka. Xa ulandelela i-CLV, uyeka ukusabela ngokugqithisileyo kwiimetrics zexesha elifutshane kwaye uqale ukutyala imali kwinto eyenza ingeniso ehlala ixesha elide.
Ukulandelela i-CLV kukwanyanzelisa izigqibo ezingcono kulo lonke ishishini. I-CLV ibonisa ukuba zeziphi iimveliso okanye imiba yeshishini lakho eqhuba ezona nguquko zexesha elide, kwaye ungaphucula njani iindawo ezibuthathaka ukunceda ukwandisa ubudlelwane.
I-CLV ikwayindlela iinkampani eziyithethelela ngayo imidlalo “yenkokeli yelahleko”. IAmazon idume ngokungqiyama kwi-Kindle kunye ne-Alexa yehardware njengesango lokuthenga iincwadi ezininzi ngokuhamba kwexesha kuba ubudlelwane bobomi bubaluleke ngaphezu kwentengiselwano yokuqala.
Ukuba loo manqaku awabalulekanga ngokwaneleyo, i-CLV ikwabophelela ngqo kwinzuzo. Ukuba uyanyusa i-CLV, uya kwandisa inzuzo. Ngoba? Kuba abathengi abaphindayo bachitha ngaphezulu nebrand yakho, kwaye yonke intengiso abakuzisela yona ixabisa ngaphantsi kweyokuqala. Kuya kufuneka uchithe kuphela ukuze uzifumane kube kanye, kwaye okoko beqhubeka bethenga, ixabiso lilonke laloo mthengi liyenyuka.
Umkhabi kukuba amaqela amaninzi akakayilinganisi kakuhle i-CLV. Yiyo loo nto ukufumana eli lungelo kuba luncedo lokwenene.
Ibalwa njani i-CLV
Nantsi indlela yokubala i-CLV: (Ixabiso lokuThenga eli-Avareji) x (Ukuthenga rhoqo) x (uBomi boMthengi) = CLV
Ke, yithi umthengi wakho ophakathi uchitha i-50 yeedola ngeodolo nganye, uthenga kane ngonyaka, kwaye uhlala iminyaka emi-3. Leyo yi-$ 600 CLV (i-$ 50 × i-4 yokuthenga / ngonyaka × iminyaka emi-3 = $ 600 CLV).
Izibalo zilula, kodwa kwanele ukuqala ukwenza iifowuni ezihlakaniphile kwiindlela zokugcina kunye nokuba "ukukhula okunenzuzo" kubonakala njani.
Ukucazulula iiNgeniso
Igalelo ngalinye kwifomula lifanelekile ukuba liqondwe ngokweyalo imiqathango:
I-avareji yexabiso lokuthenga: Yintoni echithwa ngumthengi ngokwentengiselwano nganye, ngokomndilili
Ukuthenga rhoqo: Bathenga kangaphi ngonyaka
Ubomi bomthengi: Bahlala bethenga ixesha elingakanani kuwe (kwiminyaka)
Umthombo: https://www.tidio.com/blog/customer-lifetime-value/
Iimodeli ezikwinqanaba eliphezulu ze-CLV (Xa Uzifuna)
Endaweni yokucinga ukuba wonke umthengi ulandela indlela efanayo, iimodeli eziphambili zisebenzisa iipatheni zokuziphatha zokwenyani ukuqikelela amaxabiso ngokuchanekileyo. Ezimbini zezona ndlela zixhaphakileyo zezi:
I-CLV esekwe kwiqela: Idibanisa abathengi ngexesha okanye njani kwaye ilandelela indlela iqela ngalinye eliziphatha ngayo ekuhambeni kwexesha. Ilungile ekuchongeni ukuba zeziphi iikhankaso ezitsala abathengi abanamathelayo.
I-CLV eqikelelwayo: Isebenzisa impatho yembali (efana nee-odolo, ixesha phakathi kwezinto ezithengiweyo, okanye imiqondiso ye-churn) ukuqikelela ukuba umthengi uza kuchitha ntoni na ngokulandelayo. Oku kuluncedo xa ufuna ugcino olulolwakho okanye ukubeka phambili ii-akhawunti zexabiso eliphezulu.
Ukusebenzisa i-CLV kunye ne-CAC
I-CLV ayinafuthe kangako xa ubekwe wedwa. Yidibanise ne-CAC, kwaye umfanekiso uya ucaca ngakumbi. I-CAC ilinganisa into oyichithayo ukuze ufumane umthengi (ukwenza izinto kwiintengiso, izixhobo, ii-arhente, ixesha lokuthengisa, kunye nezaphulelo).
Ubudlelwane buthe ngqo:
I-CLV ikuxelela ukuba umthengi unexabiso elingakanani
I-CAC ikuxelela ukuba loo mthengi uxabisa ntoni na
Umsantsa phakathi kwabo yifestile yakho yenzuzo
Ukuba i-avareji ye-CLV yakho yi-$600 kwaye iCAC yakho yi-$200, ufumana i-$3 ngedola nganye oyichithayo ukufumana umthengi. Kodwa ukuba iCAC yakho inyuka iye kuthi ga kwi-500 yeedola, umda wakho uphantse unyamalale. Ungayiva ekuhambeni kwemali phambi kokuba uyibone kumanani.
Sebenzisa i-CLV kunye ne-CAC kunye ukuseta imida yokugada kwinkcitho yokuthengwa kwempahla nokugqiba ukuba ngawaphi amajelo namaphulo ekufanele ukuba agcinwe.
Yintoni Enefuthe I-CLV Kakhulu
I-CLV ayilonani elingaqondakaliyo kuphela "iimpawu ezinkulu" ezinokubala kwaye zande. Iimetriki ezinokulinganiswa kunye nezinto ezibanzi zamava ziyayiqhuba, kwaye zonke ezi ziphantsi kolawulo lwakho:
Izinga lokugcinwa: Ixesha elingakanani abathengi bahlala bejikeleza. Abantu ababhuqayo emva kokuthenga enye okanye ezimbini bavala i-CLV yakho, akukhathaliseki nokuba kuqine kangakanani na ukuthenga kwakho.
Ukuthenga rhoqo: Bathenga kangaphi abathengi. Apha kulapho izikhumbuzi zokuzaliswa kwakhona, i-nudges yokubhalisa, kunye nokulandelwa okuhlakaniphile kunokongeza ingeniso eninzi.
I-avareji ye-odolo yexabiso: Bachitha ntoni abathengi ngokuthenga. Iinyanda, izongezo, kunye nokuthengiswa okungcono kunokunyusa i-CLV ngaphandle kokufuna itrafikhi engaphezulu.
Amava omthengi: Ukungqubana okuncinci, kungcono. Imiba yokuthumela ngenqanawa, ukudida ukukhwela, inkxaso ebuthathaka, kunye nokuphuma kancinci kunokugxotha abathengi kwaye kutsale i-CLV yakho.
Ukwenza okuthandwa nguwe kunye nokufaneleka: Imiyalezo ebaluleke ngakumbi inokulingana nokuthenga okuphindaphindiweyo. Uphando lukaGartner lubonisa ukuba abathengi ababandakanyekayo ngokusebenza, ukwenziwa kobuntu okwenzelwe wena ngamaxesha angama-2.3 ngaphezulu kokuzithemba.gqibezela isigqibo sokuthenga. Uqhushumbo lwe-imeyile okanye ubungakanani obufanayo-bonke unikezelo lukholisa ukuqeqesha abantu ukuba bangakuhoyi.
Ngamnye kwaba baqhubi uyalawuleka. Nje ukuba uchonge ukuba yeyiphi i-lever ethintela i-CLV yakho, uyazi kakuhle ukuba ugxininise phi ngokulandelayo.
UyiKhulisa njani i-CLV
Ixabiso lobomi bomthengi alabiwa ngokulinganayo. Njengoko igrafu engezantsi ibonisa, ixabiso lomthengi lilandela intsimbi yentsimbi. Uphando oluvela kwi-Retently lufumanisa ukuba malunga ne-20% yabathengi abanakho inzuzo, i-60% inenzuzo, kwaye i-20% inenzuzo kakhulu ngexesha.
Umthombo: https://www.retently.com/blog/increase-customer-lifetime-value/
Ukukhulisa i-CLV kuthetha ukususa igophe ekunene. Oku kufuna ukonyusa ukuba abathengi bathenga kangaphi kwaye bachitha malini ngelixa besenza iimeko ezihambisa uninzi lwabo kwicandelo lexabiso eliphezulu.
Nazi ezinye iingcebiso zendlela yokwandisa le metric.
1. Qonda ukuba yintoni eyenza abaphulaphuli bakho baphawule
I-CLV ikhula xa abathengi beqhubeka befumana izizathu zokubuya, kwaye oko kufuna iindawo zokuthintela ngakumbi kunokuthengwa kokuqala.
Kodwa ukugcina abathengi bakho bebandakanyekile kuya kuba nzima. I-BCG ibika ukuba umndilili wase-US umthengi we-15 iinkqubo zokunyaniseka kwabathengi (ukunyuka kweepesenti ezili-10 ukusuka kwi-2022). Njengoko bejoyina ngakumbi kwezi nkqubo, ukunyaniseka kunye nokuzibandakanya bahlala behla. Iinketho ezininzi zithetha ukukhuphisana okungaphezulu kokuqwalaselwa, kwaye amaqhinga okugcina aqhelekileyo akasayi kunqumla. Iibrendi eziphumeleleyo kwi-CLV zizo ezinika abathengi izizathu ezithile zokubuya.
Qala ngokuchonga ukuba ngubani othetha naye kwaye kutheni bathenge kuwe kwasekuqaleni. Abantu abathengi benza oko kube lula. Bakunyanzela ukuba wenze imephu yeenkuthazo zabathengi bakho kunye neengxaki ezisombululwa lishishini lakho.
Ukusuka apho, lungisa umxholo wakho kwindawo apho abathengi bakuhambo lwabo:
Ukukhwela: Bancede baphumelele kwangethuba ngezikhokelo zokuseta kunye nezifundo zokuqalisa ngokukhawuleza.
Imfundo: Gxininisa ulwazi lwabo malunga nendlela-kumxholo, iimeko zokusetyenziswa kwehlabathi lokwenyani, kunye nezifundo zemveliso.
Ukuzaliswa kwakhona: Zigcine zineengcebiso zokuphinda ziodolwe kwangexesha kunye nezikhumbuzo zesitokhwe esisezantsi.
Ubungqina bentlalo: Yakha ukuzithemba kwabo ngophononongo lwabathengi kunye namabali empumelelo.
Inkxaso esebenzayo: Nciphisa ingxabano ngeziseko zolwazi, ii-FAQs, kunye nezikhokelo zokusombulula ingxaki.
Injongo kukubonisa xa luncedo kakhulu. Yenza oko ngokungaguquguqukiyo kwaye uphinda ukuthenga kuya kulandela, nto leyo ekugqibeleni ibe negalelo kwigophe eliphilileyo le-CLV.
2. Yenza iiNdawo zoMbambano ngokwaZo ngezahlulo
Ukuba ufuna ukukhulisa i-CLV, kufuneka udibane nabathengi apho bakhoyo. Idatha ibonisa ukuba abathengi bakho bacela uhambo lobuqu. Uphando lwe-BCG lufumanisa ukuba i-75 yepesenti yabathengi base-US bakhululekile kwiinkampani ezisebenzisa ulwazi olufumaneka esidlangalaleni malunga nabo ukwenza amava alungelelanisiweyo.
Umthombo: https://www.bcg.com/publications/2024/what-consumers-want-from-personalization
Kulapho ulwahlulo lokuziphatha lungena khona.
Endaweni yokwahlulahlula ngokwamanani abantu asisiseko, hlanganisa abaphulaphuli bakho ngoko bakwenzayo:
Ukuziphatha: Nokuba bangabathengi bokuqala okanye bayaphinda, zeziphi iindidi abazithengayo, kwaye baphinda baodole kangaphi
Uthethathethwano: Indlela abanxibelelana ngayo ngokucofa i-imeyile, ukutyelelwa kwendawo, ukusetyenziswa kweempawu, okanye amatikiti enkxaso
Ixabiso loMthengi: Nokuba bangabathengi abaphezulu, isaphulelo-kuphela abathengi, okanye abathembekileyo ixesha elide
Ngamacandelo akhoyo, amanyathelo alandelayo alula ngakumbi. Unga:
I-Upsell kunye ne-cross-sell ngokusekelwe kwinto esele ithengwe ngabathengi.
Qalisa ukuzaliswa okanye ukuhlaziya imiyalezo ngexesha elifanelekileyo.
Vuselela abathengi abaphelelwe lixesha ngonikezelo olufanelekileyo (hayi ukuqhushumba kwegeneric).
Vuza abathengi bakho abalungileyo, ukuze bahlale ixesha elide.
Ukuba ufuna isakhelo esilula ukuze uqalise, sebenzisa le ndlela yokwahlulahlula abathengi kwaye wakhe ukusuka apho. Injongo kukuthumela imiyalezo embalwa, ukwenza nganye ifaneleke ngakumbi, kwaye ufumane ingeniso eninzi kubathengi osele unabo.
3. Papasha i-Engaging, Information E-blast okanye incwadana yeendaba
Impahla yokuthengisa nge-imeyile, njenge-e-blasts okanye iileta zeendaba, zigcine phambi kwabathengi emva kokuthenga kokuqala. Kulapho i-CLV iphumelele okanye ilahleka khona.
Nanga amacebiso ambalwa okwenza ii-imeyile zakho zisebenzele ukugcinwa komjikelo wobomi:
Inxalenye ngaphambi kokuba uthumele. Amacandelo okuziphatha osele uwakhile aguqulela ngokuthe ngqo kwi-imeyile. Iqela ngalinye lifuna umyalezo owahlukileyo kunye ne-cadence.
Yenza ii-imeyile zakho zifundeke. Thumela izifundo kunye neengcebiso ukunceda abathengi bafumane okuninzi kwiimveliso zakho. Yongeza umxholo oveliswe ngumsebenzisi, ukufikelela kwangethuba, okanye"eyona nto ingcono" amabali abathengi ukugcina uthethathethwano luphezulu.
Vavanya imigca yesihloko sakho. Imigca yezifundo zovavanyo lwe-A/B, landelela amaxabiso avuliweyo, kwaye usulunge ngokusekelwe koko kusebenzayo. Iilifti ezincinci kwiireyithi ezivulekileyo zihlanganiswe ngokuhamba kwexesha.
Thumela ii-imeyile zakho rhoqo. Fumana i-frequency elungele abathengi bakho kunye neshishini lakho (kwaye uvumele ababhalisile bakhethe iinketho ezinje "ngeveki kuphela").
Yenze ngokufanelekileyo, kwaye i-imeyile inokuba sesona sixhobo silula sokuthenga ngokuphindaphindiweyo kunye ne-CLV ephezulu.
4. Yenza amaNqaku oNxibelelwano amaninzi kangangoko kunokwenzeka
Iindawo ezininzi abathengi badibana nebhrendi yakho (kwaye bafumane ixabiso kuyo), kokukhona benamathela ixesha elide. Leyo yingcamango emva kwamanqaku othethathethwano. La ngamaxesha apho abathengi babona into eluncedo kwi-brand yakho kwaye bafumane isizathu sokubuya.
Nantsi indawo onokugxila kuyo iinzame zakho:
Yenza uluhlu lweendawo apho abathengi bakho bachitha ixesha, kwi-intanethi nangaphandle kweintanethi.
Phuhlisa intengiso okanye umxholo wokuthengisa ubukho kwezo ndawo.
Khuthaza abathengi bakho ukuba bazibandakanye nebrand yakho kula maqonga.
Emva koko wakhe iindawo zokuchukumisa ezigcina uphawu lwakho lubonakala. Imizekelo ibandakanya:
Amaqhosha okulandelela ezentlalo kumaphepha aneenjongo eziphezulu
I-SMS yokungena kwi-back-in-stock okanye i-odolo yezikhumbuzo kwakhona
Umema ukujoyina uluntu olunje ngeReddit okanye iDiscord
Webinars kunye needemos eziphilayo
Ukubuyisela kwakhona okukhuthaza imfundo, kungekhona nje izaphulelo
Iimpawu ezine-CLV eyomeleleyo zizo ezibonisa kwiindawo ezifanelekileyo.
5. Phuhlisa iModeli yeNtlawulo eRecurring (Urhumo).
Enye yeendlela ezinamandla zokuphucula i-CLV yimodeli yorhumo. Ikunika umjelo wengeniso ophindaphindiweyo, kwaye abathengi bahlawula ngaphezulu kwaye babiza ngaphantsi ukugcina ixesha elide.
Thatha iSpotify Premium, umzekelo. Nge-12.99 yeedola ngenyanga, umrhumi weminyaka emibini wenza:
$12.99 × 12 = $155.88 ngonyaka $155.88 × 2 = $311.76 kwingeniso yobomi
Umthombo: https://www.spotify.com/us/premium/#ref=spotifycom_header_premium_individual
Thelekisa oko neshishini lokuthenga ixesha elinye. Ukuba iodolo yakho ye-avareji yi-50 yeedola, kuya kufuneka ukuba kwaloo mthengi athenge amaxesha amathandathu ukuze atshatise nexabiso lomrhumi weminyaka emibini.
6. Nikeza ngeNkqubo yokuThumela
Inkqubo yokudluliselwa eyilwe kakuhle itsala umsebenzi ophindwe kabini. Izisa abathengi abatsha kwaye inika abakhoyo isizathu sokuhlala bebandakanyeka.
Inkqubo yokudluliselwa kweDropbox ngumzekelo oqhelekileyo. Mema umhlobo ukuba abhalise kwi-Dropbox Basic, kwaye nobabini nivuka ukuya kuthi ga kwi-16 GB yokugcina eyongezelelweyo.
Umthombo: https://www.dropbox.com/refer
Eso sakhiwo sisebenzela i-CLV kuba umvuzo ngokwawo uqhuba ukusetyenziswa kwemveliso. Ukugcinwa okungakumbi kuthetha iifayile ezininzi, oku kuthetha izizathu ezininzi zokuhlala. Inkqubo yokudluliselwa ngempumelelo iba yintembeko yokuthembeka.
7. Phumeza uBukho kwiNtengiso yakho
Siye sagubungela ulwahlulo lokuziphatha ngaphambili. Oku kumalunga nento oyenzayo ngala maqela xa sele unawo. Kuya kufuneka uhambise amava okuthengisa omntu angqale ngokwaneleyo ukuba abathengi baqaphele.
Ulindelo lwabathengi lutshintshile. I-BCG ifumanisa ukuba i-80 yepesenti yabathengi bakhululekile ngamava omntu, kwaye abaninzi bathi balindele. Kodwa ayizizo zonke izenzo ezenziwe ngokulinganayo. Ukufaka nje igama lokuqala kumgca wesihloko se-imeyile akusafaneleki.
Ukwenza okuthandwa nguwe okuhambisa i-CLV kujongeka ngathi:
Iingcebiso zeMveliso ezisekelwe kwinto abathengi abayijongileyo okanye abayithengileyo. Inokuba luphawu lokhathalelo lwesikhumba olucebisa into yokuthambisa kumntu osanda kuthenga into yokucoca.
Umxholo ohambelana nenqanaba lomthengi kuhambo lomthengi. Oko kunokuba zizikhokelo zabaqalayo kubathengi abatsha, izifundo eziphucukileyo zabasebenzisi bamandla, okanye iingcebiso zokuphucula abathengi bexesha elide.
Ixesha eliwuhlonelayo umjikelo wabo. Oko kunokuba zizikhumbuzo zokuphinda uhlele phambi kokuba umthengi aphelelwe yimveliso yakho okanye uphumelele ukubuyisela umva kubathengi abaye bathula.
Umceli mngeni kukuba abathengi bane-bar ephezulu yento ebhalisa njengobuqu. Uphando lwe-Deloitte Digital lufumanisa ukuba abathengi baqaphela kuphela i-43 yeepesenti yamava njengeyabantu, ngelixa iimpawu ezisemva kwazo zibanga i-61 ekhulwini.
Iibrendi ezivala umsantsa zizisa ubuwena obubonwa ngabathengi kwaye basulunge ukusuka apho.
8. Qokelela kwaye wenze iNgxelo ngeNgxelo
Ingxelo sesinye isithinteli esithe ngqo onaso kwi-CLV. Ikuxelela apho imveliso okanye amava akho esilela khona ngaphambi kokuba abathengi bahambe. Ukuba abathengi abaneleyo bathetha into efanayo, luphawu oluqinisekileyo lokuba ufumana into engalunganga.
Ukulungisa iindawo zokukhuhlana kuxhasa ukugcinwa kwabathengi. Amava oMthengi ka-PwC ka-2025Uphando lufumanisa ukuba i-52 ekhulwini yabathengi bayekile ukusebenzisa okanye ukuthenga kwi-brand ngenxa yamava amabi kunye neemveliso okanye iinkonzo zayo. Phantse i-1 kwi-3 (i-29 ipesenti) yayeka ukusebenzisa okanye ukuthenga ngenxa yamava ahluphekileyo omthengi, mhlawumbi kwi-intanethi okanye kumntu.
Umthombo: https://www.pwc.com/us/en/services/consulting/business-transformation/library/2025-customer-experience-survey.html
Kuyanceda ukuguqula impendulo ibe yintshukumo nge-loop ephindaphindwayo:
Buza imibuzo emva kwamaxesha aphambili afana nokuhanjiswa okanye unxibelelwano lwenkxaso.
Taga imiba ephinda-phindayo njengeendleko zokuthumela ngenqanawa okanye ukuseta ukungqubana.
Vala iluphu ngokuxelela abathengi xa ulungisa into abayithengileyo.
I-upside yinyani. Iingxelo ze-Qualtrics uninzi lwabathengi base-US (ipesenti ezingama-72) baya kuhlawula ngaphezulu ngamava eprimiyamu. Lungisa ezo ndawo zongquzulwano ingxelo yakho ichonga, kwaye isiseko somthengi esifanayo siqala ukuvelisa ingeniso eninzi.
9. Gxininisa kuGcino phezu kokuFumana
Ukuthengisela abathengi abakhoyo kunokungabizi kakhulu kunokuthenga abatsha. Yiyo loo nto ukugcinwa kuyenye yeendlela ezikhawulezayo zokukhulisa i-CLV. Ukufumana kukufumana intengiso yokuqala, kodwa ukugcinwa kukufumana eyesibini, eyesithathu, neye-10.
Ukugcinwa kunokuvula ingeniso yokwandisa. Abathengi abasele bekuthembile kunokwenzeka ukuba bathenge rhoqo ukuba unikezelo luziva ngathi linyathelo lendalo elilandelayo kunokuba libe yipitch.
Isitshixo kukwenza iinzame zakho zokuthengisa kunye nokuthengisa ngokunqamlezayo uzive njengoncedo, hayi uxinzelelo:
I-Upsell xa iphucula ngokucacileyo isiphumo, nokuba kukuthunyelwa ngokukhawuleza okanye inkxaso yeprimiyamu.
Ukuthengisa ngokunqamlezayo ngokusekelwe ekuthengeni kokugqibela komthengi, njengokuzaliswa ngokutsha okanye iimveliso ezincedisayo.
I-trigger inikeza emva kwexesha eliyimpumelelo, elifana nokuthenga okuphindaphindiweyo okanye unxibelelwano olukhulu lwenkxaso.
Ekugqibeleni, ixesha liyinto yonke. I-upsell efika ngexesha elifanelekileyo ivakalelwa njengenkonzo enhle. Unikezelo olufanayo ngexesha elingalunganga luziva ngathi luxinzelelo.
Ii-FAQs
Yintoni ixabiso lobomi bomthengi (CLV)? I-CLV yingeniso epheleleyo eyenziwa ngumthengi kubo bonke ubudlelwane bakhe neshishini lakho. Ibalulekile kuba itshintsha ugxininiso lwakho lwentengiso ukusuka “kukufumana ukuthengisa” ukuya “kugcina umthengi.” Landela umkhondo we-CLV ngetshaneli kunye necandelo ukuze ukwazi ukuphinda kabini kwimithombo ezisa abathengi abaphindayo, hayi nje abazingeli bexesha elinye. Ulibala njani ixabiso lokuphila komthengi (CLV)? Qala ngefomula ye-CLV esisiseko: I-CLV = Ixabiso Eliqhelekileyo Lokuthenga × Ukuthenga Ngokuphindaphindiweyo × Ubomi boMthengi. Tsala i-avareji ye-odolo yexabiso kuhlalutyo lwakho, qikelela ukuba mangaphi amaxesha athengwa ngumthengi oqhelekileyo ngonyaka, kwaye uphindaphindeke ngeminyaka emingaphi abahlala ngayo. Sebenzisa amanani angqukuva kuqala. Nje ukuba ube nesiseko, thelekisa i-CLV kuwo wonke amaphulo ukuze ubone ukuba yintoni eqhuba ukukhula okunengeniso. Kutheni le nto ixabiso lobomi bomthengi (CLV) libalulekile? I-CLV ikuxelela ukuba yimalini na onokuyisebenzisa ukuze ufumane umthengi kwaye wenze imali. Ngaphandle kwayo, unokukala imikhankaso ejongeka "iphumelele" kodwa ulahlekelwe yinzuzo emva kwezaphulelo, i-churn, kunye neendleko zenkxaso. Xa uqonda i-CLV, unokubeka phambili ugcino kunye nexesha lokugxila kunye nezixhobo kwiitshaneli ezisa abathengi abanamathelayo. Ungalinyusa njani ixabiso lobomi bomthengi (CLV)? I-lever ekhawulezayo kukugcina. Gxininisa ekuqondeni ukuba yintoni egcina abathengi bakho abalungileyo bebuya, emva koko wakhe iinkqubo ezijikeleze kuyo. Oko kuthetha ukwenza ukufikelela kwakho ngokobuqu ukuze kuzive kufanelekileyo, ukwenza amanqaku othethathethwano anika abathengi izizathu zokubuya, kunye nokwenza amava agudileyo ngokwaneleyo kangangokuba bangaze babe nesizathu sokuhamba.
Ukuqukumbela
I-CLV yenye yezona mpawu zicacileyo ukuthengisa kwakho kuyasebenza. Xa inyuka, ukufumana kwakho, ukugcinwa, kunye nemizamo yokwandisa ihamba kwicala elinye. Xa ithe tyaba okanye isiwa, kukho into ekwelo khonkco yophuka.
Yonke into ehambisa i-CLV iphantsi kolawulo lwakho. Qala ngokubala isiseko sakho kwaye usithelekise neCAC yakho. Lo mlinganiselo ukuxelela ukuba ukukhula okunengeniso kujongeka njani kwishishini lakho.
Ukusuka apho, gxila ekunikeni abathengi bakho izizathu zokubuya ngemiyalezo eyenzelwe wena kunye nomxholo obandakanyekayo. Kwaye gcina loo loop yempendulo ivulekile ukuze yonke imijikelo yenze ugcino lwakho lube bukhali.
Ekugqibeleni, ukugcinwa kwabathengi kulapho i-CLV iphumelele okanye ilahleka khona. Iibrendi ezibalelayo ziyeka ukulungiselela intengiso yokuqala kwaye ziqale ukwakha into ekufanele ukuhlala kuyo.
