Crafting Customer Value: The Art and Science

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Purdue University Press, 2002 - Business & Economics - 193 pages
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In today's competitive marketplace, customer value " a combination of product and service benefits at a fair price that creates value in the minds of customers " is the key variable for business success. Using several comprehensive and highly integrated frameworks, Peter Duchessi provides strategies for defining customer value and for developing the critical business, personnel, quality, and information systems that are responsible for delivering customer value. Whereas other books focus on just one of these critical areas, Crafting Customer Value provides a comprehensive account of what a company must do and how to go about doing it in each area. The author's numerous vignettes and cases illustrate how successful companies set clear business direction, formulate a customer value strategy, design and implement new business processes, develop a loyal cadre of employees, institute effective quality programs, and deploy state-of-the-art information systems. This book is a valuable guide for managers who are interested in transforming their companies into customer value-added enterprises that can earn high profits.
 

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Contents

Management Directives
90
Designing Business Processes
93
Layout Strategies for Business Processes
94
Steps for Redesigning Business Processes
97
Define Business Direction
98
Identify Core Business Processes
99
Develop Deep Process Knowledge
100
Learn from WorldClass Standards
105

Seeing the Big Picture
17
Determine Business Direction
19
Identify Target Customers and Assess Their Needs and Expectations
21
Define a Value Proposition
22
Design or Redesign Business Processes
24
Institute Quality Assurance Programs
25
Deploy Information Technology IT
26
The GM Experiment
27
Management Directives
31
Determining Business Direction
35
Define a Vision and Mission
37
Determine Strengths Weaknesses Opportunities and Threats SWOT
38
The SelfAssessment
39
The External Analysis
40
Identify Critical Success Factors CSFs Determine Business Goals and Develop Business Strategies
45
Formulate Business Function Objectives and Develop Supporting Strategies
50
Achieve Full Integration and Consistency
53
Developing Business Direction at Jet Aviation Business Jets AG
54
Management Directives
59
Identifying Target Customers and Assessing Their Needs and Expectations
63
Who Are Our Customers?
64
What Do They Need?
65
How Well Are Their Needs Being Met?
73
Learning about Customers at Readers Digest
77
Management Directives
78
Defining a Value Proposition
81
Dimensions of Value
82
The LowPrice Approach to Value
85
The Product and Service Quality Approach to Value
86
Creating Value Innovations
88
Design a New Business Process
107
Implement the New Business Process
109
Redesigning Business Processes at Kitware Incorporated
111
Management Directives
117
Managing People for Positive Results
120
Selecting the Correct People
121
Providing Leadership
122
Educating and Training Employees
124
Providing a Supportive Business Process
126
Empowering Employees
127
Creating Measurement Systems
128
Providing Adequate Compensation
129
Education and Training at Siemens Shared Services
130
Management Directives
133
Instituting Quality Assurance Programs
136
Quality Productivity and Profits
137
Quality Techniques Tools and Programs
140
Delivering High Levels of Service Quality at Readers Digest
147
Management Directives
153
The Growing Scope of Information Systems
157
Improving Marketing and Sales Efforts and the Customers Buying Experience with Information Technology
159
Improving Effectiveness of Order Fulfillment Operations and Delivery with Information Technology
163
Elevating Customer Support and Service with Information Technology
167
Information TechnologyEnabled Service Delivery Systems at UPS
170
Management Directives
174
The Critical Business Dimensions
181
Necessary and Sufficient Conditions
183
Management Directives
185
Index
186
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