Marketing
Create and measure customer value
When a customer questions the price, make the economic, functional, experiential, and social value visible; measure it and tie it to a value-based pricing decision.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Economic and functional value
Foundational: you learn to measure the tangible, provable side of what a customer gets. By the end of this program you can compute a product's total cost of ownership and its economic value to the customer (EVC), separate a benefit from a feature, score functional value with a multi-attribute model, and recognize a features war and feature fatigue.
- Value and total cost of ownership
- The EVC model: putting value in money
- Feature, benefit and the multi-attribute model
Apply it: Case: Penhall prices its new press
7 lessons · ≈3 hours
- Program 02
Experiential value and service quality
Intermediate: you learn to build the intangible side of customer value, the side competitors find hardest to copy. By the end of this program you can create experiential value through branding, design, customer experience and emotional bond, start the service-profit chain with your front-line employees, and diagnose and close the five gaps in service quality.
- Experiential value and branding
- Design and emotional benefit
- The service-profit chain
Apply it: Case: the experience problem at Cragmoor Springs
7 lessons · ≈3 hours
- Program 03
Create social value in a networked market
Advanced: learn how to create value for customers who are connected to one another. Read network effects and increasing returns to scale, use the way peers construct preference, feed user-generated content with social capital, and design a business model that creates value by solving a social problem. By the end of this program you can choose the growth moves a network market rewards, pick the social signals that guide a weak preference, design a recognition system that produces content, and tell an economic shortage apart from a social one.
- How network effects compound
- How peers construct preference
- Why customers make your content
Apply it: Case: Guildmark's growth strategy
6 lessons · ≈3 hours