Why Customer Value Management Requires.

Why customer value management needs a value model

Customer value management is mostly hand waving when it is not supported by a formal value model. A value model organizes value drivers and defines how to quantify them. Value drivers are at the heart of the system. Quantified value drivers can be measured and tracked over time. This makes customer value management something concrete and actionable.

Value drivers motivate usage of the solutions, determine the value metrics (the units of consumption that track value) and inform the customer journey map, where they are used in the value and pricing swimlanes (swimlanes are the horizontal bands across customer journey maps that organize what the customer is experiencing at each touchpoint).

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