Most of us would agree a customer-centric value proposition (value prop) is prime material to construct the bridge between your business and customers to achieve long-term sustainable success. But how do you measure and determine its worth? That is the focus of this What’s Your Edge? In this episode, we’ll use the metaphor of building bridges to connect your business with your customers and explore three measures to help determine the impact of your customer-centric value prop.

Before we delve into measurement, we must grasp the essence of a customer-centric value prop. It’s about more than just communicating how you satisfy customer needs; it’s about anticipating customer pains and passions, exceeding customer expectations, and cultivating customer loyalty. Customer-centricity is about placing your customer at the center of your decisions. Customer-centric companies build value props that offer a unique promise of value to their customers. Customer-centric value props articulate the benefits and solutions customers can expect from engaging with the business, distinguishing it from direct and indirect competitors.

Companies you may be familiar with that illustrate the idea of a customer-centric value prop include Toyota, HubSpot, Salesforce, and Zendesk. According to The Motley Fool, Toyota’s value props are quality and efficiency. The auto company claims to achieve this by building safe cars that last a long time, need minimal maintenance, and deliver good fuel economy. The value props bridge Toyota’s mission, “To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America,” with their focus on customer-centricity. As a result, Toyota has a 62.2% loyalty rate for cars and 63.6% for SUVs, making it the favorite brand among new car buyers and placing it first among mass-market brand car owners.

Salesforce is explicit when it comes to the importance of customer-centricity. “We’re Salesforce, the Customer Company,” it declares. “Customers drive our every decision. … We develop the technology, the partnerships, and the communities that help companies connect with customers. So that every company can become a customer company.”

Declarations are all well and good. But what measures can help you ascertain whether you have a good connection?

We can use the bridge metaphor to help identify three relevant measures. How do you know if the bridge is structurally sound? You do load testing, which is designed to understand how much load the bridge can bear before it sags. Is there such a load test measure for our customer-centric value prop bridge? Yes. You can answer the following questions to gauge the strength of your metaphorical bridge.

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2. How much will your customers spend with you? This is answered by the customer lifetime value (CLV) metric. CLV quantifies the long-term value a customer brings to a business. It represents the total revenue a business can expect to earn from a single customer over the entire duration of their relationship. Just as an engineer assesses the load-bearing capacity of each bridge segment, CLV enables your business to evaluate the long-term value of each customer. By focusing on delivering exceptional customer experiences and fostering loyalty, every business can increase CLV and drive sustainable growth.
   
3. How much do your customers value your brand? Brand equity is another crucial metric for quantifying the value of a customer-centric value prop. It reflects the perceived value, trust, and reputation customers associate with a brand, which influences their purchasing decisions and loyalty. Just as a well-constructed bridge enables travelers to safely cross from one side to another, trust is a key component of a strong brand. Every company can strengthen brand equity by consistently delivering on their promises and exceeding customer expectations.
   
4. Are you creating an experience that meets or exceeds customer expectations? This is the primary question a customer satisfaction measure is trying to answer. Customer satisfaction (CSAT) measures the level of satisfaction customers experience with a business’s products or services. By tracking CSAT scores and soliciting customer feedback, businesses can gauge the perception of customer experience and identify areas for improvement.
   

Your customer-centric value prop lays the foundation for your bridge. This foundation must be strong and resilient to support the structure that will connect customer value with business value. Before you select your measures, the first step is to construct a value prop that is deeply rooted in an understanding of your customers’ needs and preferences. Let’s briefly review the process.

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• Conduct customer and market research and use the results to meticulously construct each aspect of your value prop and develop detailed personas that represent the different segments of your customer base.
  
• Gather competitive intelligence to identify areas where you can provide superior customer value.
  
• Develop a concise and compelling statement that communicates your value prop effectively.
  
• Be sure to validate your value prop and messaging and refine as necessary.
  

Armed with a validated customer-centric value prop, the next crucial step is ensuring its integrity and durability over time. Just as an engineer will transition from designing and building a bridge to rigorously testing and maintaining it, you must shift focus from construction to measurement. This guarantees your value prop remains strong, relevant, and capable of sustaining the vital connection between your business and its customers.

The place to begin is to select a measure that helps make this connection. You can use some of the measures we’ve recommended or choose others. Be sure to note your current state and identify an industry standard so you’ll be able to track progress. Then implement precise measurement tools so you can consistently analyze the data to identify any weaknesses or areas for improvement. Regularly monitor and review your data to ensure the value prop continues to serve its purpose effectively, fostering a strong, enduring link between your business and its customers.

Based on your data analysis, make necessary adjustments to your value prop, growth strategies, and customer service practices to better meet customer needs and create customer value. Continuous improvement is essential in the measurement process. Iterate your strategies based on the insights gained from data analysis. Experiment with new approaches, tactics, and initiatives to continually enhance the effectiveness of your customer-centric value prop.

By understanding the principles of customer-centricity, defining clear value props, and leveraging quantitative measures, your business can gauge and demonstrate the tangible connection between business value and customer value. As you near the completion of your metaphorical bridge construction, it’s worth highlighting that while CLV and brand equity stand as foundational pillars in assessing the strength of a customer-centric value prop, they converge toward a unified objective: sustainable growth. Embarking on the pursuit of understanding the tangible impact of a customer-centric value prop requires meticulous planning and construction. Have questions about the process of creating or measuring your customer-centric value proposition? We have answers.