In the previous chapter, we learned that to understand Customer Value, we have to build a Customer’s Waterfall of Needs and attribute trees to display the components of Customer Value that are important to the Customer. We also found that each value item has a relative importance, and we can show the importance on the attribute trees.
To move ahead, we must also get the Customer’s perception on whether we are creating less or more value on each of the attributes versus our competition. This is called Customer Value Added. Sometimes, I refer to it as the CVA score.
Customer Value Added
We ask our Customers to score our company on each of the attributes. This is our score. We then ask our competition’s ...