關於 customer obsession ，我們在網路上蒐集到這些相關的討論、資訊與評價

Q: customer obsession青創學院 在Facebook 的評價

▌亞馬遜16條領導力準則 🔻 英文版 🔻 1. Customer Obsession2. Ownership3. Invent and Simplify4. Are Right, A Lot5. Learn and Be Curious6. Hire and Develop the Best7. Insist on the Highest Standards8. Think Big9. Bias for Action10. Frugality11. Earn Trust12. Dive Deep13. Have Backbone; Disagree and Commit14. Deliver Results15. Strive to be Earths best employer16. Success and Scale Bring Broad Responsibility世界電商巨頭亞馬遜，市值衝破1兆美元，品牌成長動能不斷。在全球擁有超過100萬名員工，他們究竟如何做到有效的員工管理？隨著2.0時代來臨，新任執行長Andy Jassy的領導風格，備受矚目！________________________________________________訓練領導力，你覺得亞馬遜模式，對你的幫助是什麼？💬________________________________________________#青創學院 #夢想太燙手就需要幫手#創業永遠不嫌晚所以幾歲都可以上課喔

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關於customer obsession 在青創學院 Facebook 的最佳貼文
關於customer obsession 在台灣物聯網實驗室 IOT Labs Facebook 的最佳貼文
關於customer obsession 在 AppWorks Facebook 的精選貼文

關於customer obsession 在コバにゃんチャンネル Youtube 的最佳解答
關於customer obsession 在大象中醫 Youtube 的精選貼文
關於customer obsession 在大象中醫 Youtube 的最佳貼文

customer obsession 在青創學院 Facebook 的最佳貼文

By 青創學院

2021-08-08 19:00:06 有 4 人按讚

▌亞馬遜16條領導力準則 🔻 英文版 🔻

1. Customer Obsession
2. Ownership
3. Invent and Simplify
4. Are Right, A Lot
5. Learn and Be Curious
6. Hire and Develop the Best
7. Insist on the Highest Standards
8. Think Big
9. Bias for Action
10. Frugality
11. Earn Trust
12. Dive Deep
13. Have Backbone; Disagree and Commit
14. Deliver Results
15. Strive to be Earth's best employer
16. Success and Scale Bring Broad Responsibility

世界電商巨頭亞馬遜，市值衝破1兆美元，品牌成長動能不斷。在全球擁有超過100萬名員工，他們究竟如何做到有效的員工管理？

隨著2.0時代來臨，新任執行長Andy Jassy的領導風格，備受矚目！
________________________________________________
訓練領導力，你覺得亞馬遜模式，對你的幫助是什麼？💬
________________________________________________

#青創學院
#夢想太燙手就需要幫手
#創業永遠不嫌晚所以幾歲都可以上課喔

Tags: customer obsession 青創學院夢想太燙手就需要幫手創業永遠不嫌晚所以幾歲都可以上課喔

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customer obsession 在台灣物聯網實驗室 IOT Labs Facebook 的最佳貼文

By 台灣物聯網實驗室 IOT Labs

2021-03-08 14:45:00 有 0 人按讚

Netflix的「AI顧客科學」

2021-03-04 14:33 聯合新聞網 / 能力雜誌
【文／廖志德　圖片提供／達志影像】

直接與消費者進行互動是企業的重要工作，唯有如此，我們才能深入理解顧客的需求、渴望、不安、疑慮與痛苦，並且從中尋求開發新產品及新服務的正確切入點，進而提昇顧客整體的消費體驗。因此，「直面顧客」是品牌創新的關鍵要點，絕對不能假手他人，一定要親力親為才能挖掘出隱藏於市場深處的成功祕笈。

過去，想要直接與顧客進行溝通與互動相對困難，企業不可能一一拜會或致電顧客，因為需要動員的人力及成本太高，往往只能退而求其次，採取間接的方式來與消費者進行互動。或是經由代理商、經營商、零售通路來負責銷售服務；或是由外包客服中心幫忙接聽顧客來電；又或者採取抽樣市場調查來理解顧客的基本圖像，這使得企業洞察顧客需求宛如瞎子摸象，往往只能知道市場部分的情況，不能全盤且深入的掌握市場全貌。

現在，隨著數位科技的快速推進，企業擁有越來越多元的訊息溝通管道與消費者直接互動，加上人工智慧(Artificial Intelligence, AI)從旁協助，市場的顧客圖像變得越來越清晰，越來越可視化，消費者的行為模式不再撲朔迷離且難以掌握。

根據微軟預測，到了2025年將有95％的顧客互動管道是通過AI來完成，如果預測成真，表示企業對於消費者旅程的理解能力將大幅度增強，無論是在搜尋、方案、選擇、下單、取貨、服務、維修、客訴的階段，顧客圖像都能夠取得更高的解析度，經營市場不用像過去一樣，在迷霧當中踽步前行。

市場藝術家vs.科學家

擁有清晰的顧客圖像，能幫助企業規劃出更加貼心的消費者旅程，屆時經理人評估經營績效時，不會再局限於單一層面，例如：訂單轉換率，而是可以更加細緻地從不同的角度與階段來剖析消費者的行為偏好。過去由於市場資訊嚴重不足，企業只能從銷售數字來評量市場成果，或者憑藉行業經驗與直覺來預估消費者的行為動向；現在由於人們對於數位科技的廣泛運用，使得企業更容易掌握顧客在實體與虛擬世界的數位足跡，無論是在實體商店、網站、APP、LINE、Facebook、Instagram、Youtube等線上線下互動點，我們都可以取得比過去更多元的消費數據。消費者瀏覽過那些商品資訊？關注的要點是什麼？考察過哪些「關鍵意見領袖」(Key Opinion Leader, KOL)的看法？分享的使用體驗是正面還是負面？是否進行重複採購？

實測驗證需求

唯有「直面顧客」才能了解顧客，然後做出正確的服務體驗設計。啟動永無止境的追蹤使用者的偏好與習慣，並且經由實地測試來驗證顧客洞察的結果，是影音串流龍頭Netflix能夠在市場異軍突起的關鍵要素。正確使用數位科技使得Netflix在殺成一片紅海的影音市場開創出新藍海，這是Netflix創辦人哈斯廷斯(Reed Hastings)刻意培養出來的企業傳承。如果說賈伯斯(Steve Jobs)是「市場藝術家」，那麼哈斯廷斯就是「市場科學家」。賈伯斯所帶領的Apple基本上不做市場調查與分析，而是著重於創建起獨特的美學風格及培養敏銳的顧客感知能力；哈斯廷斯認為自己並不具備與賈伯斯同等的市場洞察力，因此，在其掌舵下的Netflix另闢「顧客科學」(Consumer Science)的新航向以抵達賈伯斯的美麗境界。

同樣是「直面顧客」，Apple與Netflix的做法南轅北轍，不過條條道路通羅馬，只要能夠取得顧客歡心就是正確的道路，並沒有優劣之分，就像我們無法比較莫札特(Wolfgang Amadeus Mozart)與貝多芬(Ludwig Van Beethoven)的好壞；無法論斷李白與杜甫的高低，重點是找到適合自己的成長路徑，感性成分比較多的經理人可以考慮培養賈伯斯般的直覺感知；如果思維模式偏向於邏輯與數理思考，哈斯廷斯就是最佳的學習典範。學習不是全然的模仿，而是啟發自己內在本來就具備的潛能，至於採取何種直面顧客的演化路徑，最終還是要經營者不斷的在現場探索才能進行實證。

相對而言，賈伯斯的做法是比較難模仿的，除了認真、用心、努力外，多少要具備某種與生俱來的天賦。因此，我們鼓勵大部分的經理人採取類似Netflix「顧客科學」的做法來設計服務體驗，畢竟不需要感性天賦的標準作業流程比較容易學習、理解與模仿，包含蒐集資訊、形成假設、定性定量、市場調查、A／B測試等階段的「顧客科學」方法是有一定的邏輯可以掌握，可以不斷的進行複製並且形成相同結果，想要效法賈伯斯以心印心的感性思維模式，恐怕要有相當高的悟性，沒有一定的感性天賦很難求成。

迷戀顧客的5種途徑

哈斯廷斯希望Netflix的產品經理能夠建立起大量實驗的組織文化，進而發展出令人驚嘆的顧客洞察力，從Netflix不斷的推進A／B測試就可以看出端倪。Netflix的產品團隊會由不同的市場定位與品牌展現方式發展出不同的行銷方案，並且每2個星期就要針對非會員拜訪的網頁進行A／B測試，借助消費者進行評價與判斷的反覆驗證，Netflix設法調整出有效的內容呈現方式，前Netflix產品副總裁吉布森(Gibson Biddle)表示，Netflix希望藉此持續不斷的提昇以下2項衡量指標：

1. 試用比率

非會員網頁的訪客中，約有2％選擇免費試用Netflix。

2. 付費轉換率

當免費試用結束，約有90％顧客會轉變成Netflix付費會員。

對於Netflix而言，提昇試用及轉換比率的做法不能僅止於「聚焦顧客」(Customer Focus)，而是要發展到「迷戀顧客」(Customer Obsession)的更高經營標準，此時落實策略佈局的重點不單是傾聽顧客怎麼說，不再是停滯於顧客現在的渴望與需求，不再是只追求顧客滿意。吉布森表示，「迷戀顧客」是要善用「組合式的研究技巧」(Mix of Research Techniques)，將顧客安放在你做的每一件事情上，並且開始透過顧客的視角來看產品。吉布森發現利用科學方法來形成及測試假設，正是建立「迷戀顧客」文化的最佳途徑，這項努力使得Netflix在取悅顧客的做法上很難被競爭者複製。想要發展出「迷戀顧客」的組織文化，企業可以參酌吉布森所提出的建議，採用5種不同的途徑來超越過去聚焦於顧客的做法：

1. 經由顧客科學的方法來進行測試與學習

2. 創造並落實非預期以及未來的市場需求

3. 追求長期的顧客喜悅

4. 成為新領域的先鋒以減少競爭

5. 顧客喜悅為先，確保難以複製，較高利潤就會來

這5個直面顧客的原則表面上很容易懂，不過要正確的執行並不簡單，因為有太多的主觀意識在影響經理人的判斷，Netflix的高層就曾經犯下這樣的思維錯誤。回顧2004年之際，Netflix在哈斯廷斯強力的支持下，推出Friends功能，Netflix的開發團隊堅信使用者必定樂於接受朋友的建議，而隨著使用這項功能的人越來越多，所形成的網絡效應就越強大。假設前提是藉由提昇顧客的好友推薦率，Netflix可以有效的降低行銷成本，取得穩固的市場口碑，建立起難以複製的品牌定位。

6年的失敗教訓

然而，事與願違，事後證明Netflix高層想當然耳的直覺判斷是錯誤的，其實該公司最終的績效目標是提昇「顧客留存率」，而好友推薦率似乎是最好的先行指標。當顧客將產品及服務至少推薦給1位好友的比率越高，應該「顧客留存率」就越高吧？這個命題並沒有經過測試證明是正確的，但是在眾人樂觀的想像之下，使得Friends社群開發專案得到長期的投資與支持，長達6年的時間裡，Netflix的高層都以為社群策略是相當值得投入的關鍵項目，絕對不能半途而廢，他們堅信只要下定決心就能做出成績來，更何況該公司已經在社群專案投資這麼多的時間與資金，加上沒有人願意將創始人充滿熱情的提案扼殺於搖籃之中，於是Friends這個專案就這麼堅持許久。

直到2010年，Netflix高層才痛下決心關閉這項功能，開發團隊終於意識到想要透過好友推薦來提高「顧客留存率」並沒有想像中容易，根據推算至少要達到20％的好友推薦率才有可能實現。但Friends上線的初期只達到2％推薦率，再經過4年的努力也不過達到8％而已，離理想目標可說是遙遙無期。如果Netflix早些採用顧客科學的驗證方法來評估Friends的市場價值，或許可以有效排除直覺的偏見，訂定類似迷戀顧客的5種途徑不會太難，但是要落實原則往往會遭到人性謬誤的干擾。

經營企業要完全不犯錯很難，關鍵是要建立起自我校正的管理機制，而直面顧客正是幫助我們不斷調整市場策略的最佳驗證途徑，Netflix在好友推薦上面的努力並沒有完全白費，最終證實使用者對於分享電影並沒有想像中熱切，況且有時候他們不過是根據自己的偏好來進行推薦，結果親友反過頭來吐槽使用者的品味太差，這一點恐怕是Friends開發團隊事前無法察覺的情境。同時，正因為如此，使得許多人並不太願意全然公開自己收視的影片。犯錯不一定是壞事，失敗是學習必然的過程，有助於我們察覺潛藏於市場深處的商業祕密，沒有Friends專案，誰知道朋友會吐槽我們自己呢？

AI顧客科學

經營過程中的失敗是常態，通常只要大方向是正確的，並不會影響企業在市場上的藍海佈局。多年來Netflix運用「顧客科學」針對直面顧客的行銷方案進行測試，充分發揮去蕪存菁的功能，有助於積極推升Netflix的品牌形象及產品開發的成效，該公司的影音串流服務因而獲得無數消費者的選擇與青睞。此外，近年因為新冠肺炎(COVID-19)肆虐，導致許多人寧願待在家裡觀看影集打發時間，Netflix的影音服務平台因此成為市場最佳的選擇方案，光是2020年的第1季，Netflix就增加了1,600萬名顧客，使得該公司全球使用者增加到1.8億名，更有效將Netflix的股價一舉推上492美元的歷史新高峰。

談完失敗個案，讓我們來談談Netflix的成功故事，除吉布森所強調的「消費者試用率」及「付費轉換率」，如果再加上前文提及的「顧客留存率」，這3大績效衡量指標可說是Netflix最重視的市場經營指導方針，其中又以「顧客留存率」最為多數公司所經常採用，由於Netflix採取的是按月扣款的訂閱模式，如果訂戶對於平台所提供的服務感到不滿意就很容易退訂，因此，如何避免顧客流失就成為Netflix經營的關鍵要務，其實最簡單易懂的做法就是讓使用者永遠有好戲可看，保持每天追劇的良好習慣，然而說來容易，做起來可是困難重重。

Netflix運用的是大數據追蹤術，每當用戶進入Netflix的影音平台，他的一舉一動就被「顧客科學」完全掌握，無論是活動時段、搜尋電影、觀賞類型、收看清單、中斷收看、觀賞時長、演員喜好、內容評論等都將會列入追蹤，種種數據經過AI演算法處理之後，Netflix就會自動生成推薦內容，就算是推薦同一部電影給不同的人，電影選單所展現的演員介紹海報也是擁有個別化差異的。其實Netflix的底層基因和Google很類似，2家公司主要目的都是讓顧客很容易找到自己想看的內容，當然最好是能達到完全不用找，想要看的內容就能自動上門來的境界。

根據使用者的數位旅程來分析顧客的行為偏好是目前的顯學，有助於企業創造個人化的貼心服務體驗，而且隨著AI工具的越來越平民化，顧客科學不再是Amazon、Google、Netflix這樣的大公司才能實踐的商業模式，未來有一天，就算是最不起眼的小公司也能操作同樣的工具。不過或許Netflix提出的「迷戀顧客」的5大途徑才是策略求勝的最終決戰點，畢竟取悅顧客才是最高指導原則，顧客科學則是強大的管理工具，誰是主，誰是從，我們應該分辨清楚才成。

資料來源：https://udn.com/news/story/6868/5294010?from=udn-relatednews_ch1015

Tags: customer obsession

台灣物聯網實驗室 IOT Labs

About author

本專頁將不定時網羅搜集國內外與物聯網相關新聞及技術，並無條件與 IOT 從業人員或對物聯網有興趣的大眾分享，若有任何不足或建議之處，歡迎隨時留言，一起研究研究。^.^

customer obsession 在 AppWorks Facebook 的精選貼文

By AppWorks

2020-12-18 20:38:11 有 18 人按讚

【Lesson #5 - Don’t compete just for the sake of competing】

All is fair in love and war, or so they say. Oftentimes founders will move heaven and earth just to find out what their competitors are doing and how they can get a leg up--sometimes to the point where they lose sight of WHY they've started the business in the first place. In my chat with Chris Xue, Co-founder/COO of Novelship (AW#16), he reveals how in his quest to build Asia's leading online marketplace for limited edition sneakers and streetwear, he became blindsided by an over-optimization on squashing competition, while stressing why in hindsight a customer focus will ALWAYS trump a competitor focus.

***

Beating out your competitors is an almost primal instinct. It’s also a topic that investors always ask about—”how are you different from xyz? How will you compete against them? What makes you the winning horse?”

Certainly, a lot of that emphasis had misguided our own efforts in the past. After relaunching our platform two years ago, we had an almost infatuation-like obsession with outflanking our enemy, tracking their every move, poaching key accounts, and outbidding them in ads, at least up until COVID came around.

The logical thing to do was go into hibernation. Who would want to buy hype sneakers in the midst of an economic downturn. Staying open would’ve meant higher burn, decreased runway, and less ammunition to fight against competitors when the economy recovers. All of our peers closed shop; even our investors encouraged us to shut down for a few months.

It was certainly compelling, but then we started thinking about our customers, and the thousands of sellers that depend on our platform to support their livelihood, whether it’s terms of paying bills, covering tuition, or supporting their own families. Upon that revelation, we applied to become an essential business and was eventually given a license to continue operating.

Unsuspectingly, buyers also continued buying, if not more. With no other platform running, Novelship became top of mind for customers. Growth accelerated, placing us miles ahead of our competitors.

Don’t get me wrong—competitors are important. It helps keep you sharp and innovative, and also proves that there’s demand for your product/service. But don’t compete just for the sake of competing. It blinds you, and keeps you from truly listening to and understanding what your customers want.

It’s ok to be aware of what your competitors are doing, but don’t let that be the sole driver in your decision making. It’s more important to understand how the competitors’ moves ultimately add value to the users, then you can sensibly determine whether or not to go down that path.

Applications for AW#22 are now open to founders targeting SEA, AI/IoT, or Blockchain/Defi -> https://bit.ly/2LOzhYU

Tags: customer obsession

AppWorks

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【The leading accelerator in Greater Southeast Asia】 Founded in 2009, AppWorks is a startup community built by founders, for founders. We are committed to fostering the next generation of entrepreneurs in Greater Southeast Asia (SEA+TW) and helping them facilitate the region’s transition into the digital era. Just as mobile completely transformed the status quo, we believe nascent technologies such as AI and blockchain will eventually redefine the global paradigm. As such, whether it’s mentorship, investment, or talent, AppWorks has established a one-stop shop for ambitious founders willing to bet against the consensus and drive a change they see in the world. As a VC, AppWorks has US$170 million under management, and is invested across 50 portfolio companies, including leading startups in GSEA like 91APP, KKday, ShopBack, Carousell, and iCHEF, while having produced 4 IPOs— Uber, NetPublishing, KuoBrothers, and MobiX. We close 10-15 deals a year, with ticket sizes primarily covering Series Seed, A, and B, and up to C, investing in AI, Blockchain and SEA founders. As an equity-free accelerator, AppWorks serves as the leading launchpad for entrepreneurs targeting Greater Southeast Asia. Every six months, we invite the most talented AI / IoT, Blockchain / DeFi and Southeast Asian startups across the region to join AppWorks Accelerator With 395 startups and 1,331 founders in its alumni network to date, the AppWorks Ecosystem is the largest of its kind in Asia. All AppWorks startups collectively generate US$ 8.05B in annual revenues, provide 17,359 jobs and are valued at US$ 11.07BB. State of The AppWorks Ecosystem Active Startups: 395 (+8 YoY) Total Founders: 1,331 (+218 YoY) Total Raise: US $ 2.36B (+140% YoY) Total Valuation: $ 11.07B (+160% YoY) Annual Revenues: $ 8.05B (+162% YoY) Total Employees: 17,359 (+73% YoY) 【If you are a founder working on a startup in SEA, or working with AI / Blockchain, apply to AppWorks Accelerator to join the largest founder community in Greater Southeast Asia: https://bit.ly/3bbDw7Q】

由創業者，為創業者所設立，專注在 AI 與 Blockchain 兩大領域，提供創業者從 0 到 1 的 AppWorks Accelerator 創業加速器，以及從 1 到 100 的 AppWorks Funds 創投資金兩大服務。

customer obsession 在コバにゃんチャンネル Youtube 的最佳解答

By コバにゃんチャンネル

2021-10-01 13:19:08 有 9 人看過有 1 人喜歡

コバにゃんチャンネル

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コバにゃん☆です?

customer obsession 在大象中醫 Youtube 的精選貼文

By 大象中醫

2021-10-01 13:10:45 有 0 人看過有 0 人喜歡

大象中醫

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長照是一個劇變的旋轉舞台百年難得一見沒有準備的人被旋轉舞台甩出去不是坐下就是躺下而大象中醫是太極的推手推動著旋轉舞台讓所有爬不起來的人背後有一股推手力量支撐再站起來

customer obsession 在大象中醫 Youtube 的最佳貼文

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2021-10-01 13:09:56 有 0 人看過有 0 人喜歡

大象中醫

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看看搜尋的結果吧：

customer obsession 在完美的顧客經驗，就是顧客不必跟我們說話 - 經理人的相關結果

「這張空椅子上坐的是顧客，我們不能忘記顧客才是所有決策的最高指導者。」貝佐斯總是藉此不斷地提醒員工，「對顧客著了魔」（customer obsession）才是 ... ... <看更多>

customer obsession 在 The Art of Customer Obsession: 9 Key Strategies | Guidance 的相關結果

At its core, true customer obsession is about empathy, understanding your customers through obsessive listening. ... <看更多>

customer obsession 在 Customer Focus vs. Customer Obsession - Rumie-Learn 的相關結果

Customer Obsession is a healthy, long-term business strategy. It's more than just focusing on customers. It's a step by step approach and businesses of any size ... ... <看更多>

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「這張空椅子上坐的是顧客，我們不能忘記顧客才是所有決策的最高指導者。」貝佐斯總是藉此不斷地提醒員工，「對顧客著了魔」（customer obsession）才是 ...

#2. The Art of Customer Obsession: 9 Key Strategies | Guidance

At its core, true customer obsession is about empathy, understanding your customers through obsessive listening.

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Customer Obsession is a healthy, long-term business strategy. It's more than just focusing on customers. It's a step by step approach and businesses of any size ...

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True customer obsession involves turning our customers into fans who believe in, advocate for, and keep coming back to our business. So how do we promote ...

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Customer Obsession means consistently listening to customers to enhance and improve the customer experience. Customer obsession requires a ...

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Customer obsession describes organizations that continuously add value to the customer experience. These companies collect feedback regularly ...

#8. Making the case for customer obsession - KPMG International

Truly understanding and supporting customers through their entire journey, ... For companies that are customer obsessed, customer experience is more than a ...

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Customer obsession is simply a business that is wholly focused on providing the most value possible for ideal consumers. Not only does this ...

#10. Leadership Principles - Amazon.jobs

They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers. Ownership. Leaders are owners.

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Customer obsession describes organizations that continuously add value to the customer experience. These companies collect feedback regularly ...

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2021年8月3日 — Companies buy in to the theory of customer obsession. Does anyone out there think that putting the customer at the center of your leadership ...

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customer obsession 在青創學院 Facebook 的最佳貼文

customer obsession 在台灣物聯網實驗室 IOT Labs Facebook 的最佳貼文

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customer obsession 在大象中醫 Youtube 的精選貼文

customer obsession 在大象中醫 Youtube 的最佳貼文