Anderson J C, Narus J A
Northwestern University, J.L. Kellogg Graduate School of Management, Evanston, IL, USA.
Harv Bus Rev. 1998 Nov-Dec;76(6):53-5, 58-65.
How do you define the value of your market offering? Can you measure it? Few suppliers in business markets are able to answer those questions, and yet the ability to pinpoint the value of a product or service for one's customers has never been more important. By creating and using what the authors call customer value models, suppliers are able to figure out exactly what their offerings are worth to customers. Field value assessments--the most commonly used method for building customer value models--call for suppliers to gather data about their customers firsthand whenever possible. Through these assessments, a supplier can build a value model for an individual customer or for a market segment, drawing on data gathered form several customers in that segment. Suppliers can use customer value models to create competitive advantage in several ways. First, they can capitalize on the inevitable variation in customers' requirements by providing flexible market offerings. Second, they can use value models to demonstrate how a new product or service they are offering will provide greater value. Third, they can use their knowledge of how their market offerings specifically deliver value to craft persuasive value propositions. And fourth, they can use value models to provide evidence to customers of their accomplishments. Doing business based on value delivered gives companies the means to get an equitable return for their efforts. Once suppliers truly understand value, they will be able to realize the benefits of measuring and monitoring it for their customers.
你如何定义你的市场产品的价值？你能衡量它吗？商业市场中很少有供应商能够回答这些问题，然而，精确确定产品或服务对客户的价值的能力从未像现在这样重要。通过创建并使用作者所称的客户价值模型，供应商能够确切地弄清楚他们的产品对客户的价值所在。实地价值评估——构建客户价值模型最常用的方法——要求供应商尽可能直接收集有关其客户的数据。通过这些评估，供应商可以利用从该细分市场的多个客户收集的数据，为单个客户或细分市场构建价值模型。供应商可以通过多种方式利用客户价值模型来创造竞争优势。首先，他们可以通过提供灵活的市场产品来利用客户需求中不可避免的差异。其次，他们可以使用价值模型来展示他们提供的新产品或服务将如何提供更大的价值。第三，他们可以利用对其市场产品如何具体传递价值的了解，精心打造有说服力的价值主张。第四，他们可以使用价值模型向客户证明他们的成就。基于所交付的价值开展业务，能让公司为自己的努力获得公平的回报。一旦供应商真正理解了价值，他们将能够实现为客户衡量和监控价值的好处。
