{"id":7100,"date":"2019-02-11T15:15:00","date_gmt":"2019-02-11T15:15:00","guid":{"rendered":"https:\/\/www.factris.com\/?p=7100"},"modified":"2023-01-10T08:39:40","modified_gmt":"2023-01-10T08:39:40","slug":"clv-svarba-verslui","status":"publish","type":"post","link":"https:\/\/www.factris.com\/lt\/naujienos\/clv-svarba-verslui\/","title":{"rendered":"Kliento vert\u0117s ilgu laikotarpiu (CLV) svarba verslui"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.7.6″ _module_preset=”default” custom_padding=”21px|||||”][et_pb_row _builder_version=”4.7.6″ _module_preset=”default” max_width=”700px” custom_padding=”2px||4px|||”][et_pb_column type=”4_4″ _builder_version=”4.7.6″ _module_preset=”default”][et_pb_button button_url=”\/lt\/naujienos\/” button_text=” Gr\u012f\u017eti \u012f naujien\u0173 puslap\u012f” module_class=”btn-back” _builder_version=”4.8.2″ _module_preset=”default” custom_button=”on” button_text_color=”#001194″ button_bg_color=”rgba(0,0,0,0)” button_font=”||||on||||” button_icon=”%%2%%” button_icon_placement=”left” button_on_hover=”off” button_text_color__hover_enabled=”off|hover” custom_padding__hover_enabled=”off|desktop” custom_padding__hover=”|||59px|false|false”][\/et_pb_button][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.7.6″ _module_preset=”default” max_width=”700px”][et_pb_column type=”4_4″ _builder_version=”4.7.6″ _module_preset=”default”][et_pb_text _builder_version=”4.9.0″ _module_preset=”default” header_font_size=”46px” header_line_height=”1.4em” header_2_font=”|700|||||||” header_2_text_color=”#000a54″ header_2_font_size=”27px” header_2_line_height=”1.3em” header_3_font=”|700|||||||” header_3_text_color=”#000a54″ header_3_font_size=”25px” header_3_line_height=”35px” header_4_font=”|700|||||||” header_4_text_color=”#000a54″ header_4_font_size=”21px” header_4_line_height=”29px” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

Kliento vert\u0117 \u012fmonei gali b\u016bti i\u0161matuojama ir apskai\u010diuojama, ta\u010diau \u012fmon\u0117s da\u017enai dar nevertina \u0161io esminio rodiklio.<\/h2>\n

\u201eKuriami verslai, kurie generuoja ma\u017eesn\u0119 gr\u0105\u017e\u0105 nei savininko investicijos ir tikimasi, kad ateityje verslas taps pelningu. Ta\u010diau norint i\u0161vengti nuostoli\u0173, kiekvien\u0105 versl\u0105 reik\u0117t\u0173 prad\u0117ti planuoti nuo \u2013 klient\u0173. Jeigu verslas gali sukurti naud\u0105 klientui, o i\u0161 kliento gautos pajamos vir\u0161ija veiklos i\u0161laidas, verslo s\u0117km\u0117 arti. Labai svarbu suprasti ir \u012fvertinti kliento vert\u0119 ilgu laikotarpiu (CLV)\u201c – komentuoja\u00a0Brian Reaves, \u201eFactris\u201c CEO.<\/p>\n

Pateiksime kliento vert\u0117s apskai\u010diavimo modelio pavyzd\u012f, kurio pajamos susideda i\u0161 trij\u0173 dali\u0173 \u2013 paslaug\u0173 \u012fsigijimo kainos, paslaug\u0173 \u012fdiegimo kainos, bei mok\u0117jim\u0173, kuriuos klientas reguliariai moka visu paslaugos naudojimosi laikotarpiu.<\/p>\n

 <\/p>\n

Kliento pritraukimo ka\u0161tai (Customer Acquisition Cost (CAC)<\/h2>\n

Kliento pritraukimo ka\u0161tai skiriasi pagal verslo pob\u016bd\u012f, ta\u010diau da\u017eniausiai juos sudaro \u0161ios trys dedamosios:<\/p>\n

    \n
  1. Marketingo i\u0161laidos skirtos reklamai ir prek\u0117s r\u0117mimui.<\/li>\n
  2. Pardavimo i\u0161laidos \u2013 tai darbo u\u017emokestis ir komisiniai pardav\u0117jams.<\/li>\n
  3. Prek\u0117s ar paslaugos pristatymo i\u0161laidos.<\/li>\n<\/ol>\n

    Kuo kliento pritraukimo ka\u0161tai didesni, tuo jo pelningumas yra ma\u017eesnis ir tuo didesn\u0117 tikimyb\u0117 gauti neigiam\u0105 pelno mar\u017e\u0105. Tod\u0117l labai svarbu kuo anks\u010diau nustatyti, kurios marketingo priemon\u0117s pritraukia daugiausia pelning\u0173 klient\u0173 u\u017e ma\u017eiausi\u0105 kain\u0105. Prakti\u0161kai i\u0161band\u017eius \u012fvairias reklamos priemones ir klient\u0173 pritraukimo b\u016bdus, grei\u010diausiai galima nustatyti kurios i\u0161 j\u0173 yra efektyviausios ir \u012f jas nukreipti visas marketingui skirtas l\u0117\u0161as, atsisakant neefektyvi\u0173 reklamos priemoni\u0173.
    Marketingo padalinys tur\u0117t\u0173 operuoti tiksliais skai\u010diais kaip ir finans\u0173 skyrius, o jo tikslas \u2013 pritraukti mokius klientus, kurie taps pelningais \u012fmon\u0117s produkto vartotojais. Nuolatinis steb\u0117jimas ir reklamos i\u0161laid\u0173 skai\u010diavimas leid\u017eia identifikuoti, kurios marketingo priemon\u0117s maksimaliai suma\u017eina kliento pritraukimo ka\u0161tus.
    Dar viena galimyb\u0117, leid\u017eianti suma\u017einti klient\u0173 pritraukimo ka\u0161tus, yra atitinkamos infrastrukt\u016bros suk\u016brimas. T.y. darant vienkartines investicijas galima sukurti priemoni\u0173 tinkl\u0105, kuris v\u0117liau generuos klient\u0173 srautus be papildom\u0173 i\u0161laid\u0173. Tai gali b\u016bti interneto svetain\u0117s, partneri\u0173 tinklas, naryst\u0117 organizacijose, kurios pristatyt\u0173 J\u016bs\u0173 paslaugas potencialiems klientams ar pan. Tokia infrastrukt\u016bra b\u016bt\u0173 didelis prana\u0161umas, leid\u017eiantis suma\u017einti marketingo i\u0161laidas ateityje.<\/p>\n

     <\/p>\n

    Paslaugos suteikimo i\u0161laidos<\/h2>\n

    Paslaugos suteikimo, arba klient\u0173 aptarnavimo i\u0161laidos susideda i\u0161 fiksuot\u0173 ir kintam\u0173 produkto ar paslaugos pristatymo i\u0161laid\u0173. \u0160ias i\u0161laidas sudaro klientus aptarnaujan\u010di\u0173 darbuotoj\u0173 darbo u\u017emokes\u010dio i\u0161laidos, programin\u0117s \u012frangos, reikalingos klient\u0173 aptarnavimui, i\u0161laidos, prek\u0117s pristatymo i\u0161laidos ir pan. Pavyzd\u017eiui, finansini\u0173 paslaug\u0173 sektoriuje galima automatizuoti paslaugos teikimo proces\u0105, taip \u017eenkliai suma\u017einant \u0161iuos ka\u0161tus.
    Spar\u010diai augant interneto ir i\u0161mani\u0173j\u0173 telefon\u0173 vartotoj\u0173 skai\u010diui, paslaugos teikimo proceso perk\u0117limas \u012f internetin\u0119 erdv\u0119 yra nei\u0161vengiamas. Tai \u017eenkliai padidina \u012fmoni\u0173 veiklos efektyvum\u0105 ir yra ypa\u010d svarbu ma\u017eoms \u012fmon\u0117ms, nes jos tokiu b\u016bdu gali aptarnauti didesn\u012f klient\u0173 skai\u010di\u0173. Pvz. \u201eFactris\u201c taip pat automatizuoja didesn\u0119 dal\u012f paslaugos teikimo proces\u0173, tod\u0117l \u012fmon\u0117s darbuotojams lieka daugiau laiko kokybi\u0161kam kontaktui su klientais.
    Tad jei J\u016bs\u0173 versle visas operacijas vis dar atlieka \u017emon\u0117s, pats laikas b\u016bt\u0173 pagalvoti apie atitinkam\u0173 sri\u010di\u0173 automatizavim\u0105. \u0160ios investicijos duoda dvigub\u0105 teigiam\u0105 efekt\u0105 \u2013 paslaugos teikimo procesas tampa greitesnis, paprastesnis ir efektyvesnis, o darbuotojams suma\u017einus techninio darbo kr\u016bv\u012f jie turi daugiau laiko k\u016brybi\u0161k\u0173 id\u0117j\u0173 \u012fgyvendinimui.<\/p>\n

     <\/p>\n

    Grynasis klient\u0173 pelnas<\/h2>\n

    I\u0161 ties\u0173 labai svarbu paskai\u010diuoti \u2013 o kiek gi pelno u\u017edirba kiekvienas klientas? Jei optimizavote klient\u0173 pritraukimo ka\u0161tus, automatizavote didesn\u0119 dal\u012f paslaugos teikimo proceso, svarbiausias kintamasis, apibr\u0117\u017eiantis kliento pelningum\u0105, bus tai, kaip ilgai j\u012f i\u0161laikysite bei kaip da\u017enai jis naudosis J\u016bs\u0173 paslaugomis. Tai ir apibr\u0117\u0161 koks yra kliento grynasis pelnas (pajamos, kurios lieka at\u0117mus kliento pritraukimo ir aptarnavimo ka\u0161tus).
    J\u016bs\u0173 klientai yra did\u017eiausias \u012fmon\u0117s turtas. Tam, kad verslas b\u016bt\u0173 s\u0117kmingas, turite orientuotis \u012f klientus ir b\u016bti jiems d\u0117mesingas. Patenkinti klientai papasakoja apie J\u016bs\u0173 versl\u0105 savo draugams ir pa\u017e\u012fstamiems, taip pritraukdami nauj\u0173 klient\u0173, kuri\u0173 pritraukimas Jums nieko nekainuoja. Patenkinti klientai perka daugiau J\u016bs\u0173 paslaug\u0173 ir atne\u0161a Jums didesn\u012f peln\u0105. Yra did\u017eiulis skirtumas tarp grynojo klient\u0173 pelno kur\u012f gaunate per pirmus 12 m\u0117nesi\u0173 ir per 48 m\u0117nesi\u0173 laikotarp\u012f. Ilgas laikotarpis amortizuoja kliento pritraukimo ka\u0161tus ir grynasis kliento atne\u0161amas pelnas i\u0161auga.
    \u0160iuolaikin\u0117s technologijos leid\u017eia steb\u0117ti, kiek laiko klientas lieka su J\u016bs\u0173 verslu. Klientus i\u0161laikyti ilgesn\u012f laik\u0105 galima ir sudarant sutartis, pvz. 24 ar 48 m\u0117n. laikotarpiui. Tai tuo pa\u010diu leid\u017eia paskatinti klient\u0105 suteikiant jam nuolaid\u0105 ar papildomas paslaugas kaip nuolatiniam klientui.<\/p>\n

     <\/p>\n

    Prarasti klientai gali nu\u017eudyti J\u016bs\u0173 versl\u0105 (churn)<\/h2>\n

    Klient\u0173 praradimas \u2013 tai did\u017eiulis nuostolis verslui ir gr\u0117sm\u0117 jo stabilumui. Tai nuostolinga, nes J\u016bs jau patyr\u0117te kliento pritraukimo ka\u0161tus, o jei paslaugos teikimo ka\u0161tai visiems vienodi, tai pelningumas i\u0161 \u0161io kliento ateityje b\u016bt\u0173 didesnis nei i\u0161 nauj\u0173 vartotoj\u0173. Be to, dabar ka\u0161tai klient\u0173 pritraukimui dar padid\u0117ja, nes J\u016bs turite pritraukti ne tik nauj\u0105 klient\u0105, pakeisiant\u012f buvus\u012fj\u012f, ta\u010diau ir dar kit\u0105 papildom\u0105 klient\u0105, kad i\u0161laikytum\u0117te \u012fmon\u0117s augim\u0105.
    Nat\u016bralu, kad d\u0117l \u012fvairi\u0173 prie\u017eas\u010di\u0173 klientai netampa ilgalaikiais ir atsisako teikiam\u0173 paslaug\u0173. Ta\u010diau labai svarbu steb\u0117ti, kad toki\u0173 klient\u0173 neb\u016bt\u0173 daug. Klient\u0173 pasitraukimo rizika yra kiekvieno verslo dalis, ir j\u0105 reikia valdyti.<\/p>\n

     <\/p>\n

    Vadyba pagal rodiklius<\/h2>\n

    Aptartos galimyb\u0117s skai\u010diuoti klient\u0173 pelningum\u0105 gali pad\u0117ti efektyviau valdyti versl\u0105. Klient\u0173 pelningumo rodikli\u0173 nesukursite ir neapskai\u010diuosite per dien\u0105, ta\u010diau tokie steb\u0117jimai tur\u0117t\u0173 tapti nuolatiniu verslo valdymo procesu ir \u012fmon\u0117s kult\u016bra. Galima nusistatyti pagrindinius marketingo priemoni\u0173 steb\u0117jimo rodiklius ir tobulinti juos laikui b\u0117gant. Galiausiai pamatysite, koki\u0105 \u012ftak\u0105 jie daro \u012fmon\u0117s finansiniams rodikliams.<\/p>\n

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    Papasakokite savo verslo istorij\u0105<\/h2>\n

    Su faktoringu skol\u0105 paverskite apyvartin\u0117mis l\u0117\u0161omis<\/h3>\n

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    Kliento vert\u0117 \u012fmonei gali b\u016bti i\u0161matuojama ir apskai\u010diuojama, ta\u010diau \u012fmon\u0117s da\u017enai dar nevertina \u0161io esminio rodiklio. \u201eKuriami verslai, kurie generuoja ma\u017eesn\u0119 gr\u0105\u017e\u0105 nei savininko investicijos ir tikimasi, kad ateityje verslas taps pelningu. Ta\u010diau norint i\u0161vengti nuostoli\u0173, kiekvien\u0105 versl\u0105 reik\u0117t\u0173 prad\u0117ti planuoti nuo \u2013 klient\u0173. Jeigu verslas gali sukurti naud\u0105 klientui, o i\u0161 kliento gautos pajamos […]<\/p>\n","protected":false},"author":1,"featured_media":21275,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n

    Advisory board<\/strong><\/p>\n\n\n\n

    Brian Reaves <\/strong>Chief Executive Officer<\/p>\n\n\n\n

    Serial entrepreneur and investor in the mobile and payments space. Brian was involved in building 21 prior businesses including 15 mobile networks and 4 payment companies.<\/p>\n\n\n\n

    Adam Posma <\/strong>Founder and Chief Product Officer of ClubCollect<\/p>\n\n\n\n

    Adam founded ClubCollect in 2013 - a provider of membership fee collection services for sports clubs. He started his career in wealth management at BNP Paribas.<\/p>\n\n\n\n

    Dr. Tom F. Lesche <\/strong>Principal at Speedinvest<\/p>\n\n\n\n

    Tom started his career in investment banking. Most recently, he was a Vice President at Morgan Stanley in London, advising financial technology companies on a variety of capital markets and M&A transactions. At Speedinvest, he solely focuses on investments in European fintech companies.<\/p>\n\n\n\n

    Donatas Juodelis <\/strong>Founder of Debifo<\/p>\n\n\n\n

    Donatas started his career as a lawyer but quickly moved to entrepreneurship and investments. Co-founded IT company INNTEC, co-founded factoring company Debifo and a couple of other successful startups. In most of the companies, Donatas was responsible for business and corporate development.<\/p>\n\n\n\n

    Faisal Hakki <\/strong>Managing director at AB Ventures<\/p>\n\n\n\n

    Faisal is Managing Director at AB Ventures, the FinTech focused, early-stage Venture Capital arm of Arab Bank. Prior to joining AB Ventures, Faisal was CEO at Oasis500 \u2013 the leading seed-stage investment fund and accelerator in Jordan. Faisal has also held senior positions at Accelerator Technology Holdings, Arab Advisors Group and Fastlin.<\/p>\n\n\n\n

    Brian Reaves <\/strong>Chief Executive Officer<\/p>\n\n\n\n

    Serial entrepreneur and investor in the mobile and payments space. Brian was involved in building 21 prior businesses including 15 mobile networks and 4 payment companies.<\/p>\n\n\n\n

    Adam Posma <\/strong>Founder and Chief Product Officer of ClubCollect<\/p>\n\n\n\n

    Adam founded ClubCollect in 2013 - a provider of membership fee collection services for sports clubs. He started his career in wealth management at BNP Paribas.<\/p>\n\n\n\n

    Dr. Tom F. Lesche <\/strong>Principal at Speedinvest<\/p>\n\n\n\n

    Tom started his career in investment banking. Most recently, he was a Vice President at Morgan Stanley in London, advising financial technology companies on a variety of capital markets and M&A transactions. At Speedinvest, he solely focuses on investments in European fintech companies.<\/p>\n\n\n\n

    Donatas Juodelis <\/strong>Founder of Debifo<\/p>\n\n\n\n

    Donatas started his career as a lawyer but quickly moved to entrepreneurship and investments. Co-founded IT company INNTEC, co-founded factoring company Debifo and a couple of other successful startups. In most of the companies, Donatas was responsible for business and corporate development.<\/p>\n\n\n\n

    Faisal Hakki <\/strong>Managing director at AB Ventures<\/p>\n\n\n\n

    Faisal is Managing Director at AB Ventures, the FinTech focused, early-stage Venture Capital arm of Arab Bank. Prior to joining AB Ventures, Faisal was CEO at Oasis500 \u2013 the leading seed-stage investment fund and accelerator in Jordan. Faisal has also held senior positions at Accelerator Technology Holdings, Arab Advisors Group and Fastlin.<\/p>\n\n\n\n

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