Customer Value Proposition - Jelassi

A Customer Value Proposition is a way to help customers "get a job done", in other words to solve a fundamental problem in a give situation:

• The more important the job is to the customer, the lower the current satisfaction with getting it done and the better your solution is, the greater the 'CVP'.
• Opportunities for a CPV are most potent when alternative products and services have not been designed with the real job in mind.

The most important attribute of a customer value proposition is its precision: How perfectly it nails the customer job to be done - and nothing else. But such precision is the most difficult thing to achieve. A helpful way to identify precise customer value proposition is to think about it in terms of the most important barriers to get something done:

• Insufficient wealth
• Insufficient access
• Insufficient skill
• Insufficient time

Part of M8-S2 - Reading - Mark W. Johnson, Clayton Christensen, and Henning Kagermann, Reinventing your business model