Services

Customer Value Management in Business Markets

Customer value management is a progressive, practical approach to managing business markets. In its essence, customer value management has two basic goals:

Customer value management relies upon customer value assessment to gain an understanding of customer requirements and preferences, and what it is worth in monetary terms to fulfill them. Although firms may be able to accomplish the first goal without any formal assessment of customer value, it is increasingly unlikely that they will be able to accomplish the second goal without it. Simply put, to gain an equitable or fair return on the value their offerings deliver, suppliers must be able to persuasively demonstrate and document the value they provide customers relative to the next-best-alternative for those customers. In this session, the philosophy, concepts, process and tools of customer value management are presented. Particular emphasis is given to building customer value models, which are data-driven estimates of what a present or prospective market offering is worth in monetary terms to targeted customers relative to the next-best-alternative offering.  (Read More)

Customer Value Management Advisory

How well does your business understand, create, and deliver value to customers?  How well does your business do in getting a fair return on the superior value delivered to customers?  What changes could your business successfully make in the short-term and longer term to strengthen your capability in customer value management?  What market gains and incremental profitability might those changes produce?

Customer Value Management Advisory (CVM Advisory) is a service designed to answer these questions.  We first gain the perspectives of senior management on what they believe their business does well and what could be better.  We then gain the perspectives of marketing managers, sales managers, managers in development, and sales people on the present practice of customer value management in the business.  We review the processes, tools, and systems the business uses for customer value management and compare them with best practices.  A primary objective of these interviews and reviews is to gain insights into what changes the managers and sales people believe the business would want to make and what they believe would be impediments to making those changes. That is, what is the readiness and willingness of the business to strengthen customer value management and what might get in the way of successfully implementing improvements?

At the end of the CVM Advisory, we review with senior management what we have found that the business does well in customer value management and where it might do better.  We then provide senior management with a set of short-term and longer-term recommendations to strengthen the customer value management capability, along with their implications for improved market performance and profitability.  We share the results of the diagnostic tools that we use in our interviews with managers from the various functional areas and the sales force.  Discussion of the differences in perspectives uncovered by these diagnostic tools allows the business to forge a shared view of its customer value management capability, and build organizational commitment for strengthening customer value management.

Presentations, Seminars & Workshops

James C. Anderson LLC offers various presentations separately or as part of seminars and workshops. Below is a listing and brief descriptions of requested presentations:

Presentation, Seminar and Workshop topics

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