How To Create A Customer Value Map That Won’t Get You Lost [Forbes]
Medallia, Inc. (MDLA)
Last medallia, inc. earnings: 3/12 04:06 pm
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Source: Forbes
Shreesha Ramdas is SVP and GM ofStrikedeckat Medallia, a Customer Experience Management Company.gettyCustomer value mapping is an established concept and has various definitions. Unfortunately, many companies get lost with customer value mapping. Too often, the exercise becomes entirely focused on a particular aspect of a company’s operations, such as pricing, solution or vertical marketing, value selling or a product’s value proposition. While these things are all valuable, they do little to define and drive success for customers.Customer value mapping should be all about the customer’s success. This is where many companies get lost. The tendency is to think in terms of a company’s own success. Obviously, all aspects of the company have to be beneficial for customers — from pricing to product features and value to support and sales — but the tendency is to define success from the view of the company rather than the customer. The trick is to put someone from the company into the shoes
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