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Customer Value Challenge

Six modules introducing Customer Value and the basic mindset. Your ticket to triple the output.

Work smart Not Hard

Module 1. Customer value – what business is all about

Customer value is a business concept that will make-or-break any company.


Therefore, the many times' fuzzy concepts of customer value must be transformed into a concrete tool that can be put to practical use.


In this first video, the concept of customer value is defined, and its impact on customer value, profitability, and growth are discussed.


The total length of 7 min and 27 s.

Module 2. Customer value – it is a perception

Customer value is not a property of your product, but perception in the mind of your customers.


The root cause for many failures in product development and marketing is, therefore, a too broad or unclear definition of the customer. It will inevitably lead to high demands for product adaptation that will harm customer value, profitability, and growth.


The total length of 8 min and 49 s. 

Module 3. The evolution of customer value

Two different methods are used to facilitate the development of higher customer value.


One approach is to refine, polish, and improve the existing concept. In other words, doing it better. During this period the value development usually takes the shape of an S-curve.


The other method is to make radical changes in the concept, doing it differently, and starting a new S-curve.


The total length of 6 min and 58 s. 

Module 4. Three categories of customer needs

The best strategy for sustainable business success is to understand customer needs and deliver products that meet these needs in a superior and resource-effective manner.


This video introduces and explains three generic value drivers you can use to increase customer satisfaction.


The total length of 8 minutes and 44 seconds. 

Module 5. Three categories of customer resources

New and hot features are fun and get lots of attention. Everybody wants to work on them. Customer resources, on the other hand, get little attention.


This makes customers resources an under-explored area of opportunities.


This video introduces and explains three generic value drivers you can use to reduce your customer's resource consumption.


The total length of 8 min and 35 s. 

Module 6. Customer value in practice

Your value proposition is made up of how you perform in all the six different value drivers. They all work together creating the perception of value in the mind of the customers. 


Your mix must appeal to the customers in the market position you intend to target.  

Five generic market positions in order of price are introduced and explained.


The total length of 9 min and 19 s.

Customer value Poster

Customer Value Fundamentals

Download the customer value poster.


Print it, post it in the break-out room, give it to your colleagues and managers.


Put customer value on the agenda and get the discussion going.


Let's together make customer value a concrete and practical tool to drive your success.

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