- Some customers are unprofitable from an economic or time perspective – but many organizations do not differentiate or know the difference. When an organization has a unique, well-differentiated service or product, understanding value from the customer’s perspective becomes a crucial factor in profitable pricing. We must take the time to fully understand what our customers value
- from the customer’s point of view. What is value? Why do brand, value, and customer focus matter? Developing a deep understanding of our customers is vital. Our most important customer might be someone we have not yet recognized. Understanding both external clients and internal stakeholders
- including the evolving role of the finance department, is critical to long-term success. Using humorous video clips, memes, and vetted research, your understanding of customer bases will improve.
Learning Objectives
Recognize and understand different types of customers, including internal stakeholders Learn how to build brand value and retain our best, most valuable customers over the long term
Major Topics
Who is your customer? What is solution-based planning for customer value? Recognizing internal customers (e.g., departments served by finance) Exploring profitability differences between customers with similar revenue Creating and sustaining a customer value pyramid
