Customer Value Analysis.

The PIMS® CVA is a solution for measuring and managing the value perception of available offerings in the market.

PIMS Customer Value Analysis (CVA)

PIMS® pioneered customer value measurement and generated the evidence on how central it is to business strategy.

PIMS® research shows that organisations that provide superior customer value gain market share and end up rewarding their employees and suppliers better, creating more jobs, rewarding investors better, and building long-term viable enterprises. Customer value helps you to understand what customers value most and your core strengths and key weaknesses.

The way in which PIMS® CVA measures relative customer perception is derived from research on how customer perception drives business performance and has been refined and developed over 4 decades of use. PIMS® customer value is strongly correlated to profitability and growth.

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Use cases.

  • Agree importance of customer buying criteria by segment.
  • Agree strengths and weaknesses versus competitors.
  • Reach consensus on the company’s view of its market position.
  • Prioritise areas of improvement.

  • Survey customers to evaluate what their angle is and to what extent that deviates from the internal perspective.
  • Derive true strengths and weaknesses in different market segments.
  • Make changes accordingly.

  • Link CVA to internal processes, investment, product development, marketing mix and pricing policy.
  • Benchmarks for what “winners” can achieve in terms of profitability, growth and cash flow.
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Objectives & Benefits

Clear comprehensive understanding of your value position by segment in a given market:

  • Buying criteria
  • Customer preferences
  • Strength vs. competitors
  • Urgent priorities.

Derive improvement possibilities in each key area and develop plans for change.

Science & Methods

The PIMS® Customer Value Analysis (CVA®) is underpinned by two core methodologies:

  1. The Value Map visualises your value proposition relative to your competitors
  2. The Attribute Chart shows your strength and weaknesses.

The PIMS® Customer value is driven by relative quality and price as perceived by the customer.

Phases & Steps

  1. Set boundaries for analysis: Target customers, Geography, Competitors
  2. Internal workshop(s).
  3. External interviews.
  4. Analysis, segmentation and identification of options for change.
  5. Action plans.

PIMS PAR Predictive Analytics.

PIMS Customer Value Analysis.

The PIMS® CVA is a solution for measuring and managing the value perception of available offerings in the market.

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PIMS Customer Value Analysis - CVA