uccessful customer relationships are built on the bedrock of superior customer value. To attract and retain your most important customers, you must understand what they care about and what value propositions will appeal to them. While "value" is an overused buzzword, we rarely pause to reflect if we really understand what value is.

It is a natural human failing to question the concepts we think we know well. We don't know who it was who discovered water, but we are pretty sure it wasn't a fish. In my 10 years of experience in this industry I have read a number of pieces about different aspects of creating, delivering and capturing customer value. But this is a first attempt at distilling my understanding of customer value into six fundamental lessons. ... more