Bertrand Duperrin's Library tagged valueproposition → View Popular, Search in Google

Dec

2010

Can the customer value proposition be saved by service dominant logic?

"Many organisations spend too long thinking about the value that they receive from the customer and not long enough thinking about the value that they give to the customer. But if they spent a little more time thinking about the latter, they might just receive a little more of the former!"

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value valueproposition customer cocreation

The research found that while 65% of organisations used the term, 92% of these used it in a very general sense, with only 8% having a structured process and formal approach to the value proposition that was communicated throughout the organisation.
However, instead of thinking about the value that they are delivering to the customer from a starting point, businesses predominantly focus on the value that they receive from the customer – viewing the customer as "some great fat cow you milk until it expires", as an "infinite replaceable source".
2 more annotation(s)...
- "The idea is that value propositions are a reciprocal thing that go on. It is not a question of doing something and delivering it – it is a question of working with the customer."
- "The key to creating value is to coproduce offerings that mobilise your customer base. And if your company doesn’t capture the intelligence to create more fulfilling experiences by cocreation activities, your competitors will.