Abstract

Veronica Martinez, a Senior Research Associate in Cambridge Service Alliance, is going to share her recent research work with us. The Assessing Value-in-Use Method has been developed to help organisations assess their customers’ value. The objective is to provide clear, simple and reliable guidelines for organisations to identify and assess their customers’ value-in-use from their product-services. Veronica will introduce her thought and research in this area.

Current practices and methods are rooted in the “old” product mode of thinking. These practices and methods tend only to assess the customer value on the basis of what a company provides, such as what is given and what is received, in a transactional way. The “new” way of thinking is rooted in the Service Experience mode of thinking. It is based on “the value the customer gets through the experience, consumption and use of a product-service. This is known as value-in-use. This new approach supports the view that “the experience, consumption and use of the product-service” determines the real value the customer gets and the key reasons why and how the customer is /could be retained. Use of this method allows an organisation to:

– Gain a deeper understanding of your customer value.

– Identify the key attributes of value-in-use that your customer truly appreciates from your products-service.

– Identify which key attributes are most important to the end-user and which to the decision-maker. Based on these, your organisation can better manage the renewal of a contract.