WHAT IS ADDRESSED
- A diagnostic of the five environments critical to the success of a customer strategy.
- A Value Based Approach (VBA) is a natural next step to the diagnostic to enable organisations build and implement (or enhance) strategies to deliver greater value than the competition, and allow them to capture above average economic values. More and more, customers buy value and not simply a product or a service, and this value consists of a total package: Product/Service, Price, Access, and Experience.
HOW IT IS ADDRESSEDA diagnostic of the Customer Strategy should precede all significant undertakings. This first phase should be quick and non intrusive, because it should not destabilise the company’s operations and state of mind
The diagnostic should identify the firm’s current state and the areas for improvement. The process should also mobilize the executives and a part of the company’s management, to enable them to build a common vision of the current state.The work is based on an internal diagnostic, because the internal vision of the situation has a direct impact on the motivation of the personnel and the success of the firm. Nevertheless, the approach and the data analysis model allow us to check the coherence of the views and identify the eventual areas where an external investigation would be necessary
The VBA, on the other hand, leverages a broad spectrum of stakeholders, including customers, to define and quantify what customers value, select those company competitive advantages that match and support those values and finally build the full package to deliver them better than competitors.