Overview

A Customer Value Analysis (CVA) captures how a customer perceives your company compared with its competitors. You weigh the customer's buying criteria, rate each provider against them, and record how the customer sees price and market share. From this, you can derive measures to improve your perceived customer value and to secure or gain market share with that customer or customer segment.

Creating a CVA

Click the large blue + at the bottom right of the screen. A new window opens — enter the basic information and click Save.

FieldWhat to enter
TitleThe customer name, plus additional keywords if applicable.
DescriptionA brief description of the analysis.
UnitThe business unit.
PerspectiveWhose view the analysis reflects: an actual interview with a customer (a customer assessment) or your own assessment.
Customer segmentThe segment the customer belongs to.
RegionThe country the customer originates from, or primarily operates in.
Customer groupThe customer group.
Product groupThe product group you are conducting the CVA for (e.g. running gears).

To delete a CVA, use its More Options button and choose Delete. You'll be asked to confirm.

Finding a CVA

The Analysis tab lists every analysis on the platform. To find a specific one, use the search field, or narrow the list with the filter and sorting options.

Adding and managing Analysis Data

Set up the analysis first, then enter the data.

Setup

In the Setup tab, add the customer's buying criteria and the competitors.

Remember to add your own company to the competitors list, and mark it as your own company by clicking on it.

Data

Then enter the analysis itself in the Data tab:

Add the customer name and any further information at the top. Weigh the buying criteria within the customer's buying decision. Criteria that matter more to the customer get a higher percentage, and the total must equal 100%. Customers usually have no more than 5 buying criteria. Rate performance. For each buying criterion, rate how the customer perceives each competitor's performance from 1 to 10 (1 = really poor; 10 = outstanding, nothing to improve). Add market share. Enter the market share each provider has at this specific customer. Add relative price. Enter how the customer perceives each provider's price, with a baseline of 100. If competitor A is perceived as 10% more expensive, rate them 110. Rate price versus quality. Enter how important price is compared with quality (the sum of all buying criteria) in the customer's buying decision — for example 60:40 if price matters more. Add interview notes. Record everything you learned, so you understand the customer better and can derive the right measures.

Checking a CVA Result

Results appear below the analysis data and in a dedicated Results tab.

You can export an analysis as an Excel file, to print it or send the results.

[TODO] Confirm the export options.

Adding Interpretation

In the Interpretation area you can add one or more interpretation topics. The area also shows a short visualization of the analysis results. Use it to note the measures you want to implement based on the CVA.

Creating a Measure

Open the Measures tab of your CVA. Click the large blue + icon at the bottom right of the screen. A new window opens. Enter the relevant information. In the Description field, say what the measure is meant to achieve — for example, improving purchase-deciding criterion XY so the customer chooses your product for their next purchase. Click Save.

Creating a Report

Reports combine several CVAs. You'll find them in the Reports tab.

In the Reports tab, click the blue +. Use the filters to select the CVAs relevant to your report.

You then see an aggregated value map and attribute chart of all the CVAs you selected.

Please note: only combine CVAs from the same customer segment, with a fairly homogeneous buying decision. Mixing CVAs from different segments can lead to wrong conclusions from the aggregated result.

History

History is a log of everything relevant that changes in a CVA over time. It's a timeline of the changes, showing who made them and when. To open it, use the CVA's More Options button and choose View history.

Adding and managing Members

Membership and visibility settings define who can see and manage a CVA. Members are managed through the CVA's permissions dialog.

To understand more about permissions and visibility, see Roles & Permissions in the Core Concepts section.

Adding Members

Open the permissions dialog. Click the list of avatars at the top-right of the page. Search for the person. Type their name in the search field. Below it, people who are already members are grouped by role — Owners, Editors, and Viewers. Anyone who isn't a member yet appears under Other People. Add them. Click the Add button next to their name, then choose the role they'll have. They're now a member of the CVA.

Managing Members

Members are managed from the same permissions dialog. Each person already in the CVA appears as a card under their role — their avatar and name on the left, and a role select field on the right.

Open the permissions dialog. Click the list of avatars at the top-right of the page. Find the member. Look under their role cluster, or search for their name. Change their role. Use the select field on their card to choose Owner, Editor, or Viewer. They move to the matching cluster.

To remove someone, use the more options button next to their name.

Please note: only Owners can manage members. Editors can edit the CVA's content, but they can't add, remove, or change the role of members. To understand how roles work, see Context-level roles.