10th Copperberg aftermarket Conference, 2016, Weisbaden keynote presentation.
This presentation shows what is needed when you move to value-based pricing in the aftermarket. The move requires more structure in pricing than is the case with simple cost plus. Customer value pricing is about improving the customer experience with pricing and ensuring that the supplier better understands their customer's value creation process. A visual design thinking approach is used to help understand the customer and estimate their "willingness to pay".