美国教授丹尼尔·查密考尔,在研究为保持顾客重复购买应如何采取行动时,提出了市场营销“漏桶理论”。 查密考尔教授在黑板上画了一个桶,然后,他在桶上画上许多洞,并给这些洞贴上名字:粗鲁,没有存货,劣质服务,未经训练的员工,质量低劣,选择性差,价值低,等等。他又画出了从洞中流出的水流,把他们比作顾客。教授指出,在这种情况下,企业为了保住原有的营业额,必须从桶顶不断加入“新顾客”来补充漏损。这是一个昂贵的、总无尽头的过程。他补充说,最成功的企业总是修补桶上的洞,以减少顾客流失。 American professor Daniel Chasekar proposed the “leaky bucket theory” of marketing in order to study how to act in the interest of customer repeat purchases. Professor Chapellle drew a bucket on the blackboard, then he painted many holes in the barrel and gave the holes a name: rude, stockless, poor service, untrained staff, poor quality, choice Poor sex, low value, and so on. He also drew the water flowing out of the hole, comparing them to customers. Professor pointed out that in this case, in order to keep the original turnover of enterprises, enterprises must continue to join the “new customer” from the top to supplement the leakage. This is an expensive, endless process. He added that the most successful companies are always repairing holes in buckets to reduce customer churn.