A Customer Value Proposition is not just your brand name, product offering or a simple marketing statement. It is your customer's main perceptions of you based on a combination of everything you offer, how your customer experiences this offering and how you can differentiate this offering from your competitors.
From a customer's perspective, an effective CVP answers the question "which organisation can best meet my needs?"
Seeing the world through your customers' eyes is not easy and requires a significant shift in perspective away from a description of what you think your unique selling point is, e.g. we are the biggest, the cheapest, the fastest, to a description of the value you deliver to your customers.
Insync has developed a five step cycle to define and deliver a compelling CVP:
Businesses and not for profits are facing an environment of unprecedented change and technological disruption. Few people would argue that survival depends on understanding and meeting the needs of customers.
There has been a massive shift in the balance of power from the supplier to the customer in recent years. There are three questions for boards and executives today:
To be truly customer-centric, organisations need to define value from the customer's perspective. Defining and delivering a strong CVP will enable your organisation to deliver a customer experience that:
Insync partners with clients to help them understand their CVP using the five step cycle outlined above with online surveys, in-depth phone interviews, customer and stakeholder focus groups, action planning sessions and CVP workshops.
We can help develop customer experience frameworks, market entry strategies, key customer profiles, customer charters or brand positioning strategies.
Contact us to learn how our Customer Value Proposition research and consulting can help your organisation define and deliver a compelling CVP, and create a real competitive advantage.