The Customer Value Analysis Tool

Abstract

Strategy Question: What do our customers really value in our products or services?

Summary: What is your niche? If you haven’t surveyed your customers to see what they really value (and how you rank in those areas) you don’t really know. This chapter will cover a simple way to quickly gain market perspective from key stakeholders. A confidential questionnaire is developed targeting internal and external groups. Internally those who interact with customers are selected. Externally, channel partners and end-users, including those of competitors, are sought for comment. Key areas are for ratings are developed and integrated into the questionnaire.

Citation

Fairbanks, S. and Buchko, A. (2018), "The Customer Value Analysis Tool", Performance-Based Strategy, Emerald Publishing Limited, Leeds, pp. 121-141. https://doi.org/10.1108/978-1-78743-795-120181011