As you can imagine, we come across a lot of ‘value propositions.’ The challenge with many of them is that they are all based on what the company is doing ‘today’, and usually around ‘what we do and how we do it’. These aren’t value propositions – they’re sales propositions. This is why we find so many companies stressing about updating their ‘value propositions’ so frequently – it’s only about sales.

Experience today: expectations tomorrow

While we absolutely agree your value proposition must reflect what customers experience ‘today’, it is only part of the story. Understanding customers’ ‘tomorrow’ is where energy and confidence in the future is found, and where companies can gain effective market positioning.

To gain insight into ‘tomorrow’, we explore with customers their thoughts on the trends in their markets, the impact of new entrants in their marketplace, the challenges they face and what concerns them most. We talk about the future they envision for the business and how these plans are likely to change their expectations of partners and providers, including the level of confidence they have in the ability of those partners and providers to move with them, supporting the achievement of this future vision.

This is where value propositions become predictive, giving our clients indicators for what their customers want both now and going forward. These indicators can be, for example, ways to improve or enhance customer experience, ideas for new service development or new packaged offers, or suggestions for relationship building or improving engagement and communications.

The diagram below illustrates how customer value propositions form an important link in any Go To Market strategy.

Impacts

Our clients tell us they highly value the insights we draw from applying our 6-step methodology, the Value Proposition Builder™. These steps include market trend analysis; a series of qualitative interviews where we engage customers in deep, rich conversations about their experiences; and a value hierarchy assessment of product and service offers.

Bringing it all together delivers an understanding of authentic customer value, enables the revitalisation and alignment of teams, avoids commoditisation, increases differentiation, clarifies market positioning and delivers customer-centric innovation.

All this gets translated into useable, actionable business strategies, enabling our clients to win better and more profitable business, faster and more sustainably based on the difference they make to their customers. The outputs from the Value Proposition Builder™ process help everyone across our client’s business to have confidence to join the dots between customer experience and customer expectations ensuring relevance – today AND tomorrow.

But don’t take our word for it - check out what our clients say about us through our range of testimonials and case studies and credentials https://futurecurve.com/clients https://futurecurve.com/credentials

Aiming for Tomorrow