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| ENCYCLOPEDIA→
Execution Making-it-Happen → -
'Value' management → -
Customer Value-Maximization
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Rationalizing Customer-product-service-price matrix |
As we start with the subject of customer-value maximization, one has to clearly map on 'how and from where?' the customer value comes. Does it come from the value of purchase? Does it come from type of purchase?, Does it come from longevity of relationship?, How do we create hooks for the customer so that we stay as the only or supplier of choice? How do we encourage existing customers to use more of our product portfolio?, and in the end how do we ensure that all the customer purchases are adding a level of acceptable profitability. The first step in this direction is to create a well-thought out matrix for all customer touch-points, where a customer is expected to spend money or where we can promote our products. Once you have made those touch-points, you will be needing to map the touch-points to the potential of maximize top-line and profitability. With the laundry list of these touch points you can get onto the next step of managing these touch points to achieve your customer-value goals.
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