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How Creating Customer Value Makes You a Great Executive by Gautam Mahajan

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CHAPTER 2

Components of Customer Value

How to Build a Waterfall of Needs and Attribute Trees

An easy way to understand Customer Value is to build an attribute tree to identify the components of Customer Value. Customer Value normally breaks up into Benefits (or utility) and the Cost. Usually, we build the Waterfall of Needs first, which is an outline of the Customer journey.

All of you have been through such journeys and formulate attributes in your minds (without calling them attributes). We are only formalizing what you already know and what you go through in your buying or purchase decisions.

 

Customer Value Attribute Tree and Relative Importance of Attributes

Value breaks up into Benefits and Costs in an attribute tree shown below. The relative ...

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