Customer Value Analysis

Customer Value Analysis.

The PIMS^® CVA is a solution for measuring and managing the value perception of available offerings in the market.

PIMS^® pioneered customer value measurement and generated the evidence on how central it is to business strategy.

PIMS® research shows that organisations that provide superior customer value gain market share and end up rewarding their employees and suppliers better, creating more jobs, rewarding investors better, and building long-term viable enterprises. Customer value helps you to understand what customers value most and your core strengths and key weaknesses.

The way in which PIMS® CVA measures relative customer perception is derived from research on how customer perception drives business performance and has been refined and developed over 4 decades of use. PIMS® customer value is strongly correlated to profitability and growth.

projects concluded

interviews conducted

years experience of CVA®

Use cases.

Consumer business entering new product category

Customer Value Analysis of new category in different geographies (USA, China, Europe, Japan, India etc.) from market research.
From PIMS research into start-up businesses: how much of a value advantage is necessary to achieve a top-3 market share in each market?
Cross-checked what quality advantage is feasible and therefore what pricing is best.
Calculated the economics of entry into each market and planned launches accordingly.

Volume car manufacturer re-launching mid-range model

From market reports on old model, identified key strengths and weaknesses with CVA.
Developed options for change: which attributes change and by how much?
Calibrated against PIMS data to identify likely changes in market share from CVA impact of different options.
Ranked the options in order of impact vs cost & difficulty.
Selected optimum set of improvements to incorporate in new model.

Metals manufacturer seeking to re-invigorate growth

In-depth interviews run by PIMS consultants to identify key customer choice attributes.
Internal workshops gauged management perspectives on customer value.
PIMS produced report on how internal CVA perspective differed from external reality.
Reached consensus on how attributes, processes and attitudes need to change.
Assigned roles, accountabilities and deadlines.
Annually revisit customers to track results.

Objectives & Benefits

Clear comprehensive understanding of your value position by segment in a given market:

Buying criteria
Customer preferences
Strength vs. competitors
Urgent priorities.

Derive improvement possibilities in each key area and develop plans for change.

Science & Methods

The PIMS® Customer Value Analysis (CVA®) is underpinned by two core methodologies:

The Value Map visualises your value proposition relative to your competitors
The Attribute Chart shows your strength and weaknesses.

Customer Value is driven by relative quality and price as perceived by the customer.

Phases & Steps

Set boundaries for analysis: Target customers, geography, competitors
Internal workshop(s).
External interviews.
Analysis, segmentation and identification of options for change.
Action plans.

PIMS PAR Predictive Analytics.

PIMS Customer Value Analysis.

The PIMS® CVA is a solution for measuring and managing the value perception of available offerings in the market.