During the last eMarketing lecture, we were exposed to the idea of Marketing as a discipine is about "Value", and particularly Customer Value. However, the quest for defining a robust and powerful customer value proposition (or simply CVP) can be a challenging and perhaps even illusive.
Janic Hurly at Gensis Analytics wrote a nice article explaining the challenges and issues surrounding the question over how to derive customer value and put them into actual practice. In particular, Hurly examines the banking industry during the tough times of financial crisis and how CVP and value analysis becoming more and more important.
Perhaps one of the most interesting discussion Hurly put forward is that having a CVP is not enough - the CVP has to be from the customer's (the buyer) point of view. Moreover, company also needs to ensure its processes and practices integrates with the CVP or otherwise the CVP becomes nothing more than another marketing slogan for the company.
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