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

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CHAPTER 4

Meaning of Data and How to Use It

So far, we have learned how to build attribute trees, how to design market research, and how the market research data or desk study data gives us scores. We studied the difference between satisfaction and value studies, and the limitation of satisfaction studies. Further, we know this data is shown as a ratio, and the Customer Value ratio (the ratio of the worth of your products and services or your value score divided by the worth of your competitor’s products and services) is called Customer Value Added. Likewise, each item has a relative importance, and we have shown these items on the attribute trees.

The scores tell us what we should do, improve, hold, or communicate to the Customer on how good ...

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