A customer value proposition (CVP) is your offer. It is what you sell. It is crucially important that you present this offer in the best light to your customers and potential customers. As good as your offer may be, competitors may be chosen in preference if they do a better job in communicating their CVP.
What we will set out to do
Our aim will be to work with your team to develop a customer value proposition that resonates with your market. Moreover, we want your team to know how to develop a customer value proposition so that they can do so in the future if required.
How we will do it
The biggest mistake companies make when developing customer value propositions is loading them with too many attributes and benefits. We will work with your team to list all the attributes and benefits and then, of great importance, begin to position them in a matrix which measures their attractiveness to customers and the degree to which you have a competitive advantage. The aim is to find just one or two attributes and benefits that make you special and which distinguish you from the competition.
What you will get out of it
We will leave you with customer value propositions that give you a competitive advantage and that are attractive in your markets. These can be used to sharpen your communications, in the sales stories delivered by your representatives, and in other promotions and adverts. Furthermore, following this work you will be able to develop sharper and harder hitting CVPs when you need to do so in the future.
Clients for whom we have carried out successful CVP development include Shell, Aggregate Industries, Infineon, PwC, Xylem.