The strategy canvas can provide a powerful strategic tool to explore customer value trade-off decisions. Armed with robust customer insights, a creative challenger mentality and the right strategic agency partner, companies can explore unique combinations of value.
Although close examination of each market and customer segment reveals different bundles of drivers for customer value there are a number of common themes. Here we outline some key principles that appear to deliver exceptional levels of customer loyalty while enhancing brand equity.
Companies are recognising the growing importance of constantly reassessing their knowledge as to what constitutes superior customer value. Only by creating strategies that consistently deliver and capture that value can growth be maximised. However selling the concept internally is not always plain sailing when resources are scarce and budget holders have yet to see the results of customer value initiatives translate into profit growth. We share some of the challenges.