Value creation begins with understanding your customer.

Customers, through their purchase decisions, are the final judges of value. Create value for customers by understanding and delivering optimum performance in the areas that matter most.

Know the value your offering
delivers customers
Get quantified and measurable insight into how customers perceive the value delivered by your offering.
Understand your strengths and weaknesses
Gain a clear understanding of the strengths and weaknesses of your offering in comparison to the competition.
Pinpoint the best pathways for
Pinpoint the specific attributes wherein improvement will result in the biggest value impact.
Identify how you stack up against the competition
See how customers perceive the value of your offering in comparison to other competitors in the market.
Defining value

Value is relative.

Value isn’t creating and delivering a good product. It’s not offering a service which garners high customer satisfaction scores. To be a market leader, you must provide an offering whose performance and price, relative to competition, represents the best value in the marketplace.


To deliver performance that customers recognize, we must first understand what drives their purchase in the first place. All products have attributes but not all attributes are equal. For example, some people may buy a phone for the camera or graphics while others buy for its operating system. Understanding both the factors that customers contemplate when evaluating a product and their relative importance is key to driving value. We must strive to be the best in the things that matter most.

Customer Value

Price is what you pay. Performance is what you get. Thus, the companies that offer customers the most value are the ones whose offering provides the greatest level of performance for the lowest cost in comparison to various alternatives. Thus, you can make a great product and sell it at a competitive price. But if a competitor developed an alternative that offers equal or greater performance at a lower price, their offering provides more value.

How it works

Customer-centric approach to value.

Identify the factors driving customer buying decisions
Through internal discussions and external conversations with customers, identify the factors that customers weigh when evaluating competing alternatives.
Determine the relative importance of each factor
Using proven market research methods, our team of research experts will determine the ranking and the relative importance of each decision factor.
See how you stack up against the competition
Through conversation with both customers and non-customers, determine how the market perceives and rates the performance of your and your competitors offering.
Discover how the market perceives your pricing
Understand how the market perceives your offerings price in comparison to the competition and discovery any misconceptions surrounding your offering’s net price.
Step 1

Identify the factors that drive customer buying decisions.

To effectively measure and improve the performance of your offering, you must identify the factors or attributes that customer weigh when evaluating competing alternatives. Getting direct feedback from both customers and non-customers enables us understand what drives and motivates all buyers within your respective market.

Step 2

Weight the factors for importance.

After creating a list of key attributes, you must determine the relative importance of each. While a customer may weigh multiple things, they most likely will not weight them equally. To ensure our offering is perceived well, we must ensure we deliver exceptional performance in the areas that matter most.

While customers (example right) compare offering's performance across eleven attributes, performing well in Reliability is 7.5x more important than Billing Accuracy.

Step 3

Assign performance ratings.

Once the key attributes have been identified and their relative importance determined, we ask customers to provide a rating within each attribute for you and your competition. The result is a quantified view into how customers perceive the performance provided by you in comparison to the competition.

Step 4

Determine perceived price.

For some goods such as gasoline, evaluating price is easy and straightforward; $3.15 buys one gallon of gas. However, estimating the total price of other offerings can be much more complex. For example, to determine the actual price of a car, you must account for several different things such as rebates, trade-in allowance, resale price, and financing. Thus, as part of the research and discovery process, we gather feedback from customers and non-customers to understand how the market perceives your price.

Key deliverables

Clear understanding of your value proposition.

The results of the research and discovery process are compiled into two impactful reports: a Performance Scorecard which demonstrates your performance in each attribute against your competition, and a Competitive Landscape which clearly illustrates the value proposition of each competitor in the market.

Performance Scorecard
See how the market perceives your performance
Identify competitive strengths and weaknesses
Compare your performance to key competitors
Understand how the customer perceives your price
Pinpoint your highest-impact opportunities for improvement
Competitive Value Map
Identify the strongest and weakest competitors
Understand the true market price of your offering
Determine who’s positioned to gain and lose market share
Classify competitors by competitive segments
Recognize the markets perception of your value offering

Ready to get started? Learn more about customerInsite.

Discover how organizations are leveraging customerInsite to better understand their customers and deliver exceptional value to the marketplace.