4.3 Customer Value Analysis (Figures 4-20 to 4-26)

Chart Here!
 
  Customer Value = Customer Benefits - Cost of Purchase
Analysis
16
 =
123
 -
107
Analysis
26
 =
123
 -
106.67
Starting Data
Product Benefits
Customer Defined Product Benefits Relative Importance Competitor Relative Advantage
A
B
C
Machine Up Time
40
%
0
40
40
27.00
Print Speed
30
%
0
30
30
20.00
Image Quality
20
%
0
0
0
0.00
Ease of Use
10
%
-10
-10
-10
-10.00
%
 
100
      
37.00
Relative Product Benefit        
137.00
Service Benefits
Customer Defined Service Benefits Relative Importance Competitor Relative Advantage
A
B
C
Repair Time
60
%
-60
0
0
-20.00
Response Time to Problems
30
%
0
0
30
10.00
Quality of Service
10
%
0
0
0
0.00
 
100
      
-10.00
Relative Service Benefit        
90.00
Company Benefits
Customer Determined Company/Brand Benefits Relative Importance Competitor Relative Advantage
A
B
C
Customer Commitment
60
%
0
60
60
40.00
Reputation for Quality
40
%
0
0
0
0.00
 
100
      
40.00
Relative Company/Brand Benefit        
140.00
Overall Perceived Customer Benefits
Customer Benefits Relative Importance Relative Advantage Overall Benefits
Product Benefits
60
%
137
82
Service Benefits
30
%
90
27
Company/Brand Benefits
10
%
140
14
 
100
  
123
Overall Perceived Cost of Purchase
Customer Perceptions
Total Cost of Purchase		 Relative Importance Competitor Relative Advantage
A
B
C
Purchase Price
40
%
0
0
40
13.33
Service and Repair
30
%
0
30
0
10.00
Toner
20
%
0
0
-20
-6.67
Paper
10
%
-10
-10
-10
-10.00
%
 
100
      
6.67
Overall Perceived Cost of Purchase        
106.67
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