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

topic guides to structure the discussions so as to extract information around: perceived value to the individual and their organization; market issues; competitors; offers; areas of strength; and any constructive feedback the interviewee wishes to give.

Claims must be detailed and substantiated. Here is a simple example.

When you have done your homework, there is a neat way to assess and summarize your points of difference using a simple matrix. It looks something like Figure

a key way of building profits is to build value propositions.

To understand the value of your offerings, questions in this area must probe what it was your customers thought they were buying, and whether this is what they actually received.

Where does our organization figure in the marketplace? Is it where we want to be? If not, where would we like to be? Which markets or customer types offer the best opportunities for profitable growth? Who are the specific groups of customers we are targeting? What are the customer needs? What keeps them awake at night? What are their points of pain

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.

A key output from a C–B analysis is a time-based cash flow summary. This will serve as the basis for calculating such things as net and discounted cash flows, payback periods

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