Research has shown a strong correlation between customer centricity and revenue growth. Customer-centric organisations succeed by offering high-quality products, services and experiences across all customer touchpoints, ensuring employee commitment to meeting customer needs, and systematically accumulating customer knowledge.

Customer value can be delivered by fulfilling customers’ needs, solving their problems and helping them accomplish jobs that need to be done. To create customer value, it’s necessary to understand which economic, functional, emotional and other elements of value – like environmental and social impact – motivate customers; how customers participate in value co-creation; and how solutions offered add value in a corporate customer’s value chain. We promote customer understanding via customer analyses, surveys and selected customer interviews. We also carry out segmentation based on customer needs, purchase behaviour, buying motivations and other criteria – and help you define your value proposition, drawing from customer understanding.    

Customer understanding helps determine how and where customer value can be created and what kind of operating models and networks are required for value creation

A thorough understanding of economic, functional, emotional and symbolic customer value helps develop offerings and value propositions

A better understanding of customers helps anticipate future needs and service opportunities, and generate better user-centric innovations 

Shifting focus from the product to the customer challenges the way the segment or industry is traditionally defined and uncovers new opportunities 

Successful segmentation helps allocate limited resources to areas that generate the best results and offer most potential for growth

Customer understanding helps identify the sources of competitive advantage, ways to enhance the advantage and respond to competitors’ actions

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