Account Management is evolving towards ‘Customer Value Management’ or ‘Customer Success Management’. These terms are not just trendy names, though. Customer Value Management, just like it says, is managing the value your solution is offering to the client. This value — and its evolution over time — is a prerequisite to keep on doing business with a client, over and over again. Measuring that value, therefore, is a Key Performance Indicator (KPI) for Customer Value Management, and to the success of any solutions business.
Measuring value in use is a challenge
Measuring the ‘value in use’ means measuring the value of your solution from your customer’s perspective. That perspective evolves over time and is subjective. It’s all in the eyes of the beholder. And there is more. Also the beholder is moving, since their position in the client’s firm might change substantially over lifetime of your solution. Better understanding this complex situation, is the research topic of Katharina Prohl from the Marketing Department of the Freie Universität Berlin. She’s doing key research for the future of solutions business.
That’s also why you should join the ISM4point0 European Summit on Industrial Sales & Marketing 4.0 in Berlin on 18 and 19 October 2018, and let her thesis supervisor Michael Kleinaltenkamp give you a better understanding of Customer Value Management. Register via this link.