词条 | Customer value model |
释义 |
}} A customer value model (CVM) is a data-driven representation of the worth, in monetary terms, of what a company is doing or could do for its customers.[1][2]{{self-published inline|date=November 2011}} Customer value models are tools used primarily in B2B markets where the choice of a given product, service, or offering is based primarily upon the amount customer value created. Customer value is defined as Value = Benefits - Price. Thus, customer benefits are quantified in a CVM - product features and capabilities are translated into dollars. Customer value models are different from customer lifetime value models, which seek to quantify the value of a customer to its suppliers. Firms using customer value modelsMany firms have been reported to use customer value models,[3] including General Electric, Alcoa, W.W. Grainger, Qualcomm, Sonoco, BT Industries Group, Rockwell Automation, and Akzo Nobel.. Uses of customer value models
Customer value model methodsThere are several methods and approaches used to create customer value models. All of these approaches appear to depend on substantial customer interaction and on-site interviews and observations of customers' challenges related to the product or service being valued. The CVMs are of varying complexity. One consulting firm has found it useful to reverse-engineer customer P&Ls (profit and loss statements) to establish a clear connection between the product benefits and the customer bottom-line.[2] References1. ^Anderson, James C; and Narus, James A, (1998), "Business Marketing: Understanding What Customers Value", Harvard Business Review, March, p 53-65 2. ^1 2 3 Dupuie, Jeff: Using Customer Value Models to Improve B2B New Product Development {{webarchive|url=https://web.archive.org/web/20151123020407/http://0101.nccdn.net/1_5/35d/340/3cb/OakStone-Using-Customer-Value-Models-to-Improve-B2B-NPD.pdf |date=2015-11-23 }}, OakStone Partners 3. ^Anderson, James C; Narus, James A; and van Rossum, Wouter, (2006), "Customer Value Propositions in Business Markets", Harvard Business Review, March, p 91-99 4. ^Lindstedt, Per and Berenius, Jan, (2003), "The Value Model: How to Master Product Development and Create Unrivaled Customer Value", Nimba Publishers 1 : Customer relationship management |
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