Menu
Home
Log in / Register
 
Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
Source

Customer Impact

A value proposition statement is therefore a clear, compelling and credible expression of the experience that a customer will receive from a supplier. Crucially, your value propositions should focus on the projected impact on the customer.

Gronroos and Ravald (2011: 14) provide a useful definition:

Value propositions are suggestions and projections of what impact on their practices customers can expect. When such a projection is proposed actively to customers, it is a promise about potential future value creation.

A value proposition should communicate the benefits of a product or service in terms that are relevant to the target customer. From the customer’s perspective you should illustrate what the actual capability that is offered adds to the customer’s business. This can be about adding new revenues, new customers, improving the customer experience or improving operational performance. In short, it should be about moving performance needles that concern the customer.

 
Source
Found a mistake? Please highlight the word and press Shift + Enter  
< Prev   CONTENTS   Next >
 
Subjects
Accounting
Business & Finance
Communication
Computer Science
Economics
Education
Engineering
Environment
Geography
Health
History
Language & Literature
Law
Management
Marketing
Mathematics
Political science
Philosophy
Psychology
Religion
Sociology
Travel