Customer Value

Customer Power by David Swaddling & Charles Miller

by Paul Simister on November 15, 2011

Customer Power : How To Grow Sales And Profits In A Customer-Driven Marketplace is by David Swaddling and Charles Miller. At the time of writing the book, they were President and Senior VP of Insight-MAS, a consulting firm specialising in the measurement and management of Customer Perceived Value. I found their website when I became […]

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What Customers Want

by Paul Simister on November 4, 2011

In the rush to sell products and services, too many businesses make the mistake of creating marketing materials without first focusing on what customers want. I like customer value thinking and the idea that we buy based on a hierarchy of product attributes, expected consequences and desired goals. These concepts pass between rational and emotional […]

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Creating & Delivering Your Value Proposition

by Paul Simister on November 3, 2011

Creating & Delivering Your Value Proposition : Managing Customer Experience For Profit by Cindy Barnes, Helen Blake and David Pinder is a book which goes into a detailed methodology of how to create a value proposition. Creating & Delivering Your Value Proposition Review

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The Consumer Value Chain

by Paul Simister on November 1, 2011

In the classic book, Competitive Advantage, strategy guru Michael Porter introduced the value chain in a stylised diagram based on a manufacturing business but many people overlook the idea of a consumer value chain. The Consumer Value Chain A business performs many different activities to create its own products or services which it intends to […]

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I introduced the concept of order winners and order qualifiers in my article on key success factors and now I want to delve into this important topic in more detail. Order Winners, Orders Qualifiers & Customer Value Customers make their purchasing decision emotionally and logically on a perception of customer value for money.The unconscious mind […]

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Customer Value Performance Matrix

by Paul Simister on October 25, 2011

I learnt about the Customer Value Performance Matrix from reading Customer Power by David Swaddling and Charles Miller which they called the Customer Perceived Value Performance Matrix. It is another 2 x 2 matrix – like the Innovator’s Portfolio Matrix – that I find myself wondering “why didn’t I think of this?”

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The Irresistible Promise

by Paul Simister on September 29, 2011

The Irresistible Promise is step 2 of my six step profit formula. The Irresistible Promise Is An Update On The USP Once you’ve found your starving crowd, you need to make it an offer that is compelling. Mark Joyner calls it an Irresistible Offer. Theory of Constraints call it a Mafia Offer (an offer you […]

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Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne

by Paul Simister on September 3, 2011

Blue Ocean Strategy : How To Create Uncontested Market Space And Make The Competition Irrelevant by W. Chan Kim and Renee Mauborgne is a must-read book for anyone interested in business strategy, customer value and innovation. The book has been brilliantly conceived and marketed and it starts with the powerful metaphor. Blue Ocean Strategy vs […]

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Bowman’s Strategy Clock – Your Strategic Options

by Paul Simister on September 1, 2011

Bowman’s Strategy Clock was introduced in my favourite book on strategy – Competitive and Corporate Strategy by Cliff Bowman and David Faulkner, a lost classic text. What is Bowman’s Strategy Clock? Bowman’s Strategy Clock is a diagrammatic representation of the strategic options a business has to move in the customer value map – the relationship […]

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The strategy canvas is an essential tool to help you focus on establishing a differentiation based competitive advantage. It goes by different names –  W. Chan Kim and Renee Mauborgne call the Strategy Canvas in Blue Ocean Strategy, Cliff Bowman calls the Customer Matrix, I call a Customer Value Attribute Map and others call it […]

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The Purchase Tipping Point

by Paul Simister on August 11, 2011

The Purchase Tipping Point is not to be confused with the Profit Tipping Point, the name of my free report to help business owners make more profit. The Purchase Tipping Point refers to the buying decision and how it tips from uncertainty about which is the best choice to certainty that you have made the […]

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Your unique selling point (also known as unique selling proposition and often shortened to USP) answers the big question: Why should I buy from you rather than any of your competitors? I was reading a book about branding and marketing earlier today which said that the USP is dead. I don’t agree. The idea of […]

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Has Your Marketing Turned Into Anti-Marketing?

by Paul Simister on August 10, 2011

If marketing is everything you do in the business to attract, convert and keep customers and clients then what happens if your marketing doesn’t work? It may have become anti-marketing. What is Anti-Marketing? Anti-marketing provides a reason for your marketing messages to be ignored and for potential customers to leave you and existing customers to […]

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The book Business Model Generation: A Handbook For Visionaries, Game Changers and Challengers by Alexander Osterwalder and Yves Pigneur is a remarkable triumph of visual design. I don’t think I’ve ever seen a book like it before. I have some criticisms about how easy it is to read and the fact that the content is […]

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Competitive Edge vs Competitive Advantage

by Paul Simister on July 15, 2011

I’ve been guilty of using the phrases “competitive edge” and “competitive advantage” as synonyms for each other and to a large extent I think that’s valid. Both can relate to a benefit one business has over a particular competitor or all the other competitors in the practical market. But I’ve been forced to have a […]

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Why Did You Buy That?

by Paul Simister on June 8, 2011

If you want to learn about how to influence and persuade your target market to buy from you or to buy more often from you, then you need to understand their wants, needs and motivations. And if you want to understand other people, there’s no better place to start learning than by understanding yourself. In […]

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Let’s imagine I’m a statistician and I want to sell my statistical services to businesses. (I’m not.) Do you feel any urge to buy? I didn’t think so. You probably remember learning statistics at school and thought that it was a) confusing, b) boring and c) little practical use to man or beast. But you’d […]

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Airlines Suck But We Still Fly

by Paul Simister on May 27, 2011

I hate airlines. I hate that you are supposed to be at the airport two or three hours before the flight. I hate the long check-in queues. I hate the baggage rules, and I hate that other people seem to get away with flouting them and I don’t.

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Bullseye marketing is a powerful analogy for niche marketing and differentiating your business. Imagine You Are A Buyer I’d like you to put yourself in the shoes of a potential customer looking for what you sell. You have some idea of what you want or need so you go out looking. You see something but […]

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What Are You Doing On Saturday Night?

by Paul Simister on April 15, 2011

It’s the weekend. It’s good to do something special and especially if you don’t have to get up early on Sunday morning. So what are you going to do?

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When Brand Love Turns To Brand Hate

by Paul Simister on April 11, 2011

Have you noticed how much love some brands get from their customers? Just think of the devotion that companies like Apple and Starbucks create. They really do have raving fans. But what happens when the love affair ends and does it matter if the opposite of love is hate or indifference?

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The Perfect Customer Experience

by Paul Simister on March 26, 2011

If you want to differentiate your business profitably, you need to find ways to add customer value in ways that don’t push up your costs to an extent that eliminates any price and volume benefits you get from making a stronger offer. That’s where a concept I call the Perfect Customer Experience comes in. The […]

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Managing Customer Value by Bradley Gale – Review

by Paul Simister on March 25, 2011

The full title of this excellent book by Bradley T. Gale is “ Managing Customer Value : Creating Quality and Service That Customers Can See” and it is a landmark in the development of the concept of customer value as a way to operationalise differentiation strategies. While Michael Porter argued that the only ways to […]

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A Customer Value Map Clarifies Your Position

by Paul Simister on March 22, 2011

There are many ways to differentiate a business and one of the easiest to understand is to find a new position on the customer value map. What Is A Customer Value Map? It’s a graphical representation of your market with price on one axis and customer value (what the customer gets for his or her […]

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Customer Value : What Do You Get For Your Money?

by Paul Simister on February 22, 2011

For about the last 15 years I have been fascinated by the concept of customer value – what you get for your money when you buy. When we buy, we instinctively get a feel if what is offered represents good value for money based on what we want and our experience of buying and using […]

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Marketing Bingo Or Yellow Pages Bingo For Accountants

by Paul Simister on February 14, 2011

Yellow Pages Bingo or Marketing Bingo is my game for checking that your marketing hasn’t fallen into the trap of being too similar to your competitors. This is a practical example of applying Yellow Pages Bingo to the Accountants market. In this blog I look at the Yellow Pages for accountants in Central Birmingham. I […]

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