This document provides an overview of the Customer Value Map process used by the company to gain insights into customers' challenges, needs, and drivers. The process involves interviewing internal and external stakeholders at different levels, discerning key trends and highlights, identifying opportunities, scoring opportunities based on fit and feasibility, and providing recommendations and results aimed at growth and increased profitability through refined messaging, product improvements, new products/services, and new markets/channels. Customer Value Mapping can also provide visibility into customers' entire buying journey to better meet their needs at each step.

1. Marketing Solutions That Drive Results
Our Customer Value Map provides insight into your customers’ challenges and drivers. Customer
Below is an overview of the Customer Value Map process Value
Map
INTERNAL INTERVIEW HIGHLIGHTS AND OPPORTUNITIES SCORE RECOMMENDATIONS RESULTS What our clients
STAKEHOLDERS CUSTOMERS TRENDS OPPORTUNITIES
Interview internal Conduct interviews at Discern the highlights From the trends identify Each opportunity is scored Recommendations are When implemented, our are saying...
stakeholders and define different levels: from interviews and distill opportunities for your based on 20+ criteria made based on the scoring recommendations can lead
desired outcomes, Executives into trends. company. around Fit, Feasibility and of opportunities in the areas to growth and increased “quickly understood our
deliverables and the Operations Staff Attractiveness. This of profitability. Deliverables needs and objectives… and
measures that will Engineering Staff determines how well the Infrastructure include delivered actionable
ensure success. Support Staff opportunity fits your Technology & Innovation Refined Messaging results”
This provides a holistic view company at this time. Products & Services Product Refinements
of customers’ challenges, Marketing Programs New Products & Services
needs and drivers. New Markets & Channels “provided tangible insights
and recommendations”
“valuable assessments”
Customer Value Mapping can also provide visibility of your customer’s buying journey.
Focusing on the buyer’s journey and working to make their life (not yours) easier is truly a differentiator.
UNTROUBLED ACKNOWLEDGE DEFINE NEED RECEIVE ORDERS RATIONALIZE SELECT FIRST ENGAGE Other Services
& UNAWARE PAIN OFFERS CHOICE
The seller will be Help them identify and Help define the need, Provide an offer that Help prepare and Make it easy for them to Ensure your offer can Include
successful when they prioritize pain, build trust build consensus and trust meets the requirements, prioritize offers, build select your offer maximize their
help customer build trust trust investment and deliver
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become aware results
FIND WIN KEEP
of their problem.
Here is one example of a company who understood the buyer’s journey and added value at every step.
WEBSITE, WHITE PAPERS AND SOLVE PART OF THEIR PROVIDE A PROPOSAL CONTINUE TO BE A DELIVER AS PROMISED
TRADESHOWS & CASE STUDIES PROBLEM, FREE OF THAT MEETS THE VALUED CONSULTANT AND ON TIME
ADVERTISEMENTS CHARGE! BUYER’S NEEDS
Help the customer become Builds your credibility and Demonstrates your Careful with over-shooting Continue to provide valuable
aware of their problem demonstrates expertise commitment to their success what is actually needed information
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