The Right Proposition

In the current environment, your customer offer/proposition needs to be compelling, differentiated and delivered consistently. Many organisations struggle with translating a beautiful articulation of intent into an everyday reality. The hallmarks of a good CVP include:

• Anchored in a clear definition of the customer need
• Differentiated from the competition
• Resonant with the customer’s beliefs and priorities
• The right balance between aspiration v plausibility
• Internal and external congruence

Here are 10 simple steps you can take to develop, enhance, validate and then fully embed your CVP:

1.??Review background documents and existing research (ensuring enterprise level alignment and synthesis of available market/customer insights or conducting primary research as needed)

2.??Understand customer jobs, pains and gains and then link to products, services and solutions

3.??Consider key themes at a macro and segmented level (exploring both market differentiation and authenticity/plausibility amongst other factors)

4.??Land on a crisp articulation of the CVP (through business engagement/co-creation)

5.??Define the target experience that will deliver and reinforce your CVP across every journey stage and touchpoint (nuanced for key segments)

6.??Assess CVP and target experience delivery through the lenses of systems, people, metrics, strategy, brand, channel and product/service to identify enablers and obstacles

7.??Prioritise experiential and capability uplift requirements

8.??Adjust strategy, investment decisioning and resource allocation in light of the agreed CVP

9.??Deploy a communication and culture program to weave the CVP into all aspects of marketing, operations, behaviour and measurement systems

10.????????????????Monitor CVP delivery (via customer assessment) against competitors and use visibility to adjust/enhance over time.

As a strategy, design and change firm, we see a CVP as being an important targeting and alignment tool (that is too often used to drive messaging/communications as opposed to strategy/behaviour to achieve competitive advantage).

If you need a hand or would like to discuss CVP development and delivery, please reach out: [email protected]