Customer Value Analysis

Phases and Steps.

Phases and Steps:

The first step is to set boundaries for analysis, in terms of target customers, geography, competitors and channels. Then come Internal workshop(s), then come external interviews. These are followed by analysis, segmentation and identification of options for change. Finally, action plans prioritise options for change that have:

1.

The first step is to set boundaries for analysis, in terms of target customers, geography, competitors and channels.

2.

Then come Internal workshop(s), then come external interviews. These are followed by analysis, segmentation and identification of options for change.

3.

Finally, action plans prioritise options for change that have: A high positive impact on quality with low cost and difficulty; A big cost saving with low difficulty and negligible impact on quality ; Only very selectively, significant quality or cost improvements that have high difficulty and/or other negative impacts.

We have a flexible software as a service (SaaS) platform to support the most appropriate approach for your company:

From a single worksheet brainstorming exercise through to a multi-country multi-segment analysis. CVA is scalable and provides a clear framework for quality and cost improvements.
From a simple on-line package for creation of a single internal view of your position to a fully bespoke large-scale survey using our consulting team, with support and training to allow you to perform your own surveys using our integrated software. The level of our involvement can vary from project to project depending on your needs.
We also offer a free simplified on-line demonstration where you can enter data for a few key attributes and competitors to get a taste of CVA.

Objectives and Benefits

Clear comprehensive understanding of value position by segment:
Buying criteria; Customer preferences; Strength vs. competitors; Urgent priorities; Improvement possibilities in each key area; Plans for change.

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Science and Methods

Combination of moderated workshops and interviews with target customers. Cluster analysis to define market segmentation:
Few as possible; Different; Internally homogeneous; Value maps; Attribute charts.

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