Creating and Delivering Your Value Proposition: Managing Customer Experience for Profit

to create impact, prioritization and focus use a simple two-by-two matrix where the axes are ‘client value’ and ‘competitive differentiation’ (see Figure

You must analyse your competitors’ messages and competing alternatives against the benefits statements that have been drawn out of the augmented benefits zone. You must refine your augmented benefits, ensuring you’re not just duplicating messages from competitors.

The valuable inputs from a messaging development standpoint are those in the augmented benefits zone (and, of course, in the potential benefits zone if some have emerged).

Take each augmented (and, if available, potential) benefits statement. Determine how differentiated it is from your competitors’ or other alternatives. Analyse how valuable it is to your customer.

Figure 12.3 The proportions of rational, political and emotional messaging suggested at each layer of The Value

All three layers of rational, political and emotional must be covered by your messaging Rational messages appeal to the logical needs of the recipient – matters of fact, content and detailing. Political messages respond to a recipient’s organizational constraints and political issues. Emotional messages relate to gut feeling and instinct coupled wi

powerful value toolset: a value proposition template (which, itself, clarifies your market focus, value experience, offerings, benefits, alternatives and differentiation, and supporting proof) and a value proposition statement.

1. Prioritize your value messages. 2. Identify the emotional, political and rational considerations of your customers to create message layers. 3. Draw together the messages, offers, and customer buyers to create focus.

All messages are not created equal. They come in three flavours: rational, political and emotional (Figure 12.2