Full Description
This book explores Customer Value-centered Management as a modern corporate approach, emphasizing its dual nature: data-driven yet comprehensive. Facing heightened time pressure and uncertainty, management grapples with decision-making challenges amidst VUCA conditions. While complexity rises, tools like big data and AI offer decision-making solutions. Customer centricity, epitomized by Amazon's success, emerges as pivotal, with customer value serving as the linchpin in relationship marketing. Authors advocate an integrated "value-to-value segmentation" approach, reconciling customer and company perspectives. They caution against simplistic interpretations of value-based pricing, stressing the need for holistic consideration of customer benefit, pricing, and costs.
Contents
Part I: Introduction and General Conditions.- 1. The Changed Perspective: eagle eye instead of tunnel vision.- 2. Management after the coronavirus crisis: focus on a holistic approach.- 3. A better understanding of big data: what can What Big Data can and cannot do?.- Part II: The cornerstones of customer value-centered management: benefits, price and costs.- 4. Core function Customer benefits: What are the actual customer needs?.- 5. Core function pricing: What is the optimal price and how can it be determined.- 6. Core function costs: Which costs are relevant to the decision?.- Part III: The value-to-value perspective (networked value perspectives).- 7. Customer value: Between ABC analysis and Customer Lifetime Value (CLV).- 8. Customer centricity: Customer needs and requirements. Focus on the customer contact points.- 9. The combination of value perspectives: Value-to-value segmentation in practical use.- Part IV Customer value-centered management: Management and controlling of the interfaces between benefit, price and costs.- 10. Price-benefit perspective: interactions or Change of effect - signal prices and value pricing.- 11. Price-cost perspective: impact effects and patterns of the top-down and bottom-up approach.- 12. Cost-benefit perspective: the conflicting priorities between transparent pricing and target pricing.- Part V Outlook: Customer value-centered management in a VUCA world.- 13. The path to a customer value-centered company.- 14. What you can learn from the most successful companies can - and what not.- 15. The challenge: The increasingly uncertain Getting a grip on environmental conditions.
