Customer Value Drivers (acquisition)
Customer Value = perceived benefits – perceived sacrifice
Perceived benefits can derive from:
- product features
- associated service
- company’s image or brand
- suppliers’ reliability
- social and enviromental responsability
- etc
Perceived sacrifices: not only monetary also psychological cost of not making the right decision (uncertainty, risk, etc).
- Monetary costs
- Time costs
- Energy costs
- Psychological costs
Customer Needs
Economic, performance, availability, reliability, durability and productivity.
Psychological, self-image, quiet life, pleasure, convenience and risk reduction.