ValueSpace for
Business Executives
How Can I Use the Book Home
To
gain a perspective.
Knowledge is the
foundation for all strategy and for all sound executive action.
The book
provides a comprehensive conceptual framework for thinking about the customer’s
ValueSpace along with illustrative case histories. This perspective can help
all your executive decisions, big or small. It can provide food for thought,
stimulating your own thoughts, punctuating your own conversations with
yourself, so to speak.
Here is a brief
introduction to that perspective (excerpted from Chapter 1):
Value, not money, is the basic currency of
all human interaction. When we meet someone, we try to quickly assess how long
would it be worth our while to be talking to that person. If an incoming phone
call shows up on our called ID, we promptly decide if we would gain anything by
taking the call at that time. If we get 10 letters in the mail, we look through
them and choose to open only those that we expect to contain some information
of value to us. This is even more true for marketplace exchanges. The only
reason the customers are even in the marketplace is that they are looking for
something of value. The business that can deliver them that value, and deliver
more of it than its competitors, would gain the customer’s patronage.
Haven’t we already heard all the management
wisdom there is, you ask. We have tried, after all, One-to-one marketing,
frequency marketing, loyalty programs, relationship marketing, customer
partnering; ... We have adopted TQM and we have re-engineered our business
processes; we have identified and honed on our core competencies; we have
become a learning organization; we have become lean, agile, and even virtual.
What else remains to be learned, what is still missing, you ask.
What is missing is a clear guidance on what
value do customers seek in the marketplace. What do they want in products and
services? How do they want businesses to act? How do they want to be treated?
What, in other words, is the their ValueSpace?
We present in this book a comprehensive
framework for building Valuespace for the customer. And we then link it to the
organizational processes needed to
drive it.
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