Customer
Value Analysis shows how to measure the components of
customer value (market-perceived quality and market-perceived
price) and plots a map that shows how the quality offered
by each competitor, in any given marketplace, compares
to the price it charges. The map also shows the marketplace
competitors and compares their quality/price positions.
The
simplest customer value analysis consists of two parts:
1.
First, you create a customer value profile that compares
your organization’s performance with that of one
or more competitors. This customer value profile itself
usually has two elements:
-
A market-perceived quality profile, which:
a. Identifies what quality really is to customers
in your marketplace.
b. Shows which competitors are performing best on
each aspect of quality.
c. Provides an overall quality performance measures
based on the definition of quality that customers
actually use in making their purchase decisions.
- A
market-perceived price profile
2. A customer value map is drawn using the customer
value profile (Gale, 1994).
