|
Home
Services
Partners
Articles
Contact Us
|
|
About us
Customer Value Analysis Research (CVA)
Customer Value Analysis (CVA) is a measure of the degree to which the perceived value of one firm’s products and services differs from the perceived value provided by competitive offerings. Customers tend to choose the best value. CVA is calculated by dividing your firm’s Value mean score by the competitor’s Value mean score. The product derived from this simple division is a ratio that points to whether your firm is perceived to be at an advantage or disadvantage relative to the competition
Steward & Associates employs a process of measuring CVA that allows organizations to understand the full market in which product and service is delivered. Used separately, one strategy will emerge for that segment. Used together, two strategies emerge revealing overlaps or unique opportunities to niche product and service within, and across, the two segments. These two strategies are referred to as the Retention Strategy and the Acquisition Strategy.
Retention Strategy
Retention Strategy methods are employed with your company’s current customers. The survey is conducted among your customers and questions are asked about your Product and Service delivery, Price, Value, and the customers’ repurchase intent.
Acquisition Strategy
The method employed for an Acquisition Strategy is essentially the same as for the Retention Strategy. The single most important difference is, however, that the survey work is conducted among customers that do not currently use your firm’s product or service. That is, the universe of sample is from companies who have products and services similar to those provided your company, but provided entirely through other suppliers.
For more information on these two strategies, please refer to The CVA White Paper.
|