Insights

Here’s a bet for you: your HR or People team manages your Employee Value Proposition (EVP), while Marketing oversees your Customer Value Proposition (CVP). Did we win the bet? It seems logical, right? Well... not so fast.

Today, people—whether employees or customers—expect transparency from the organisations they engage with. This means value propositions shouldn’t be siloed within specific functions; instead, they need to be treated as strategic, holistic tools. When EVPs and CVPs are managed in isolation, the result is often misalignment, incoherence, or even broken promises. The fallout? Lost employees, lost customers, and, ultimately, lost revenue.

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Gaining deep, rich insights from your customers can best be achieved through qualitative research techniques. While annual surveys, net promoter scores, and satisfaction metrics are useful for monitoring progress, they don't provide insights into the challenges your customers face or the issues they grapple with. To gain such understanding, you need to immerse yourself in the world of your key customers.

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Futurecurve actively encourage our B2B clients to think about customer value in a holistic way. You have heard me talk many times about bringing the outside-in and inside-out perspectives together; today this feels more important than ever.

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Futurecurve actively encourage our B2B clients to think about customer value in a holistic way. You have heard me talk many times about bringing the outside-in and inside-out perspectives together; today this feels more important than ever.

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As buyers, we are all influenced by a broad range of buying experiences. Look at the impact Amazon has had not only on the consumer retail sector but also the parcel delivery, web services and ecommerce industries.  That’s just one example. Companies can no longer ringfence customer expectations to a single sector or competitor set.

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As buyers, we are all influenced by a broad range of buying experiences. Look at the impact Amazon has had not only on the consumer retail sector but also the parcel delivery, web services and ecommerce industries.  That’s just one example. Companies can no longer ringfence customer expectations to a single sector or competitor set.

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As buyers, we are all influenced by a broad range of buying experiences. Look at the impact Amazon has had not only on the consumer retail sector but also the parcel delivery, web services and ecommerce industries.  That’s just one example. Companies can no longer ringfence customer expectations to a single sector or competitor set.

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Why do I need a value proposition? First of all, a value proposition is about being clear about the value you deliver and the difference you make to customers. Not a better way of describing what you do and how you do it.

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The last 20 years have been truly incredible, filled with innovation, evolution and remarkable achievements – both for our clients and for our own Futurecurve team. And we’ve been privileged to meet some amazing people on the way.

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Customer trust is the most valuable asset a company can have. It has a clear financial impact; it is fluid, dynamic and always contextual.

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Insight is a rich output from the analysis of multiple threads and sources, bringing together the external market forces challenging the business – ‘outside in’; and the internal processes and team dynamics – ‘inside out’.

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We know when things are not authentic; when what people say about their company doesn’t match what they do, or approaches are ill-researched and badly thought-out, or when people give lip service to providing customers with higher value but this doesn’t play out in their customer experience.

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