1.Understanding what customers value in a service environment: Australian National Data Service (ANDS) 2. Measuring perceived customer value; sensing customer value From: Financial Analytics for Business Management Forum, Melbourne 2013 Refer: http://valman.blogspot.com/2013/05/understanding-changing-needs-of.html

1. Understanding the change
in customer needs
Richard Ferrers, ANDS Research Data Analyst
May 2013
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2. Understanding the change
in customer needs
1.Understanding what customers value in a service
environment: Australian National Data Service
2.Measuring perceived customer value; sensing
customer value
3.Exploring what value means for your customers:
Case Study - 3G Mobile phones 2004 - 2009
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3. Business Analytics: Value vs
Assets
Statement of Accounting concepts (SAC4); assets are
measureable; reliable; objective...
assets are: probable future benefit, cost/value measure
reliably
assets are: controlled by the entity
Value is subjective; relative, dynamic, social,
experiential, constructed, emotional (Ferrers 2007,
2011, 2013)
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4. What is value?
Aristotle: utility, exchange, conspicuous consumption
(Gordon 1964)
Marx (1865): labour theory of value (V)
Bailey (1825): V in the eye of the beholder; subjective
Sveiby (1997): tangibles plus intangibles in SHV
Vargo and Lusch (2004): V conversation, service
dominant logic
Kim and Mauborgne (2005): multiple dimensions of V
Ferrers (2013): Needs are a dimension of value (1/12)
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5. Value: Theory and Practice
Theory: 3G mobile phone study, UQ Business School
PhD
Practice: ANDS service organisation: project funded
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6. Who are ANDS.org.au:
Australian National Data
Service?customers: Public Sector and Universities, Department
goal: more researchers reusing research data more
often - make Australian research data collections more valuable by managing, connecting, enabling discovery and
supporting the reuse of this data
funding: $75 million from Dept. of Industry, Innovation,
Climate Change, Science and Research
resources: 50 staff, five states
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7. 1.Problems of Analysis:
Measuring Value at ANDS
Project with budgetted expenditure and Business plan
activity: need demonstrations of VALUE to show worth
No revenue: proxy for customer value
No market value: proxy for shareholder value
No balance sheet
Cashflow
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8. 2.Measuring/Perceiving
Value at ANDS
Customer contribution: co-investment
subjective: customer satisfaction
examples: publish in newsletter <add ClientFeedback>
Service Usage: web traffic, video downloads, most
viewed pages, pdfs
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9. Process of tracing Value at
ANDS
Issues Register; documenting issues (245)
Client Liaison Officers; face to face customer contact
GoTo Meeting; webinars, meetings; virtual contact
Monthly Informals; face to face customer community
eResearch Australasia annual conference
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10. Issues Register: Value
Management in action
from Progress and Final Reports
Section to comment on:
- issues needing ANDS facilitation
- issues need direct advice and support
- achievements to share
Director's review; traffic lights, keywords, weekly
review, follow up action
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11. 3.Understanding
Consumers' value: 3G
What do consumer’s value? Value is complex
12 value meanings; <a Rose Window>
80 value elements; Appendix of thesis (Ferrers 2013)
A simple example:
Consumer quotes: Value is dynamic ("wasting all my
money", "liked it")
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12. Implications of Value for
Managers
Manage value alongside sales and profit; value metrics
Engage customers in a value conversation; discover
value
Sense and respond to changes in customer value;
value management
Lead customers to better value; value leadership
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13. More at:
valman.blogspot.com ...Continue the
conversation...
richard.ferrers@ands.org.au
- areff2000@yahoo.com.au (...Consulting...)
- PhD thesis at: figshare (200 pp.)
http://dx.doi.org/10.6084/m9.figshare.680002
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