Striving to attain maximum purchasing value is something all customers have in common. All organizations are therefore compelled to participate in the race for delivering the highest value to their customers. Organizations developing the ability to continually increase and maintain an unrivalled level of customer value will therefore grow at the expense of their competitors. Organizations unable to maintain the pace will, in the long run, be knocked out of the contest. Customer value is therefore the most important metric for all organizations.
 
The chapter explains the concept of customer value and includes the definition of customer value used in the standard.
 
PDF-file of 20 Pages in A4 format.