As described in the groundbreaking book, Value Merchants, Customer Value Management is a progressive, practical approach to managing business markets. In its essence, CVM has two basic goals:
1. Deliver superior value to targeted market segments & customer firms. 2. Get an equitable return on the value delivered. 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.Upon implementation, CVM projects return more than ten times (10x) on their project investment. (Read or Download CVM Brochure)
Client Results
Increase margins by 40% in a commodity market (Case History)
Achieve over 80% penetration within 2 years (Case History)
Create $100 million service business (Case History)
Double sales effectiveness to move from #2 to #1 within one year (Case History)
In this authoritative book, Axios faculty affiliate, James Anderson, and his co-authors explain how companies in business markets can use customer value management techniques to estimate the value of your market offerings, create value propositions that resonate with your customers, and maximize the return you will get on the superior value that you deliver.
