Customer Value Management. (November 2017)

• Record Type: Journal Article
• Authors: Kotler, Philip
• Is Part Of: Journal of creating value. Volume 3:Number 2(2017)
• Page Start: 170
• Page End: 172
• Publication Date: 2017-11
• Subjects: Value -- customer value -- total product -- customer journey -- touchpoints; Customer services -- Periodicals; Customer relations -- Management -- Periodicals; Consumer satisfaction -- Periodicals; 658.812
• DOI: 10.1177/2394964317706879
• Languages: English
• ISSNs: 2394-9643

Abstract

Abstract: A company's job is to create superior customer value in the mind of the customer. Be aware that the customer's sense of value may differ from the company's sense of value. A customer is interested in more than the physical product. The customer also pays attention to the service level, guaranties and warranties, financing arrangements, return policies — all making up the total product. The challenge is to help the customer perceive more total value than the total cost of acquisition and usage.