Customer Value Analysis
Understand What Matters Most
Measuring customer value goes beyond tradition customer satisfaction measurement. It provides strategic information on your firm's perceived value versus that of your competitors. The research method identifies key areas of competitive advantage, allowing for focused action plans. Customers and prospects measure your perceived value versus your competition (based upon their experiences with both).
Typical question areas for the customer value study start with questions from a customer satisfaction study:
- How long have you been a customer of....? (duration of experience)
- How would you rate your satisfaction with....? (satisfaction)
But also include questions such as:
- What are the key factors in determining satisfaction?
- What is the relative importance of each factor?
- How do customers rate our performance on these factors?
- How do customers rate our competitors' performance on these factors?
- What are the prices charged to each of these companies for products/services?
By using this technique, viable positioning and pricing strategies can be identified. However, customer value offers little more than a traditional customer satisfaction study when your customers do not have experience/perceptions of your competition.
|
