Customer Value Proposition Best Practice from Lexden

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Lexden is a strategic marketing agency specialising in customer value propositions. This deck will provide you with a clear direction for creating compelling value propositions which win the minds of the business and the hearts of then customer.

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Customer Value Proposition Best Practice from Lexden

  1. 1. WE WORK WITH BRANDS TO CREATE A COMPETITIVE AND COMMERCIAL EDGE THROUGH CUSTOMER MARKETING STRATEGIES & ACTIVITIES COMMERCIAL EDGE YOU?
  2. 2. WE HELP CLIENTS REALISE THE POTENTIAL OF PUTTING CUSTOMERS AT THE HEART OF THEIR BUSINESS We achieve this by through our ‘What Matters Most’ customer strategy solutions CUSTOMERS AT THE HEART
  3. 3. LEXDEN’S PROPOSITION DEVELOPMENT MODEL PROPOSITION EVALUATION Business & Brand Potential Crystallise customer opportunity Creating a Compelling proposition Bringing it all to Life
  4. 4. Creative forward thinking Build propositions which demonstrate a deep appreciation of customer, brand and market opportunities Commercial alertness Frame against the commercial and business requirements of the prospect Competitive distinction Integrate your brand assets advantageously to all Memorable Package in a format which excites, connects with the commercials and creates confidence in delivery capabilities What this should deliver
  5. 5. 1. Crystallising the customer opportunity 2. Business & brand potential 3. Creating a compelling proposition 5. Bringing it all to life 4. Proposition Evaluation Bridging the gap to compelling propositions
  6. 6. OUTPUT: Understand composition, life goals & motivations of primary audience types Understand key influences on decision making Understand typical role and relationship with their brand Understand what influences choice Understand needs not addressed Understand where connection, consideration and conviction moments occur Understand their relationship with money and how it impacts payment habits PURPOSE: Understanding the opportunity for fulfilment or improvement in the customer’s life
  7. 7. OUTPUT: Better understanding of the territories the brand believably occupies Scope for stretch of the business and the brand into the payment world Business priorities and strategic imperatives Challenges the sector and specifically the business need to address ‘Hot topics’ of relevance to the brand and key stakeholders PURPOSE: Understand how the business capabilities and advantages can be exploited
  8. 8. OUTPUT: Developed ‘customer territories’ based on stage 1 & 2 findings Visa impact alignment Developed customer propositions to meet these needs To include Visa products, services, assets & partnerships PURPOSE: Create compelling propositions to leverage the brand advantage and fulfil the opportunity
  9. 9. OUTPUT: Customer appetite quantification Market scarcity indication Business advantage for stakeholders involved Proposition viability assessment Proposition ‘example’ profitability model Success criteria defined PURPOSE: Ensure the proposition fulfils key customer appeal, commercial and operational requirements
  10. 10. OUTPUT: Develop a marketing strategy to launch and establish the proposition launch Worked through customer journey maps Creative development of card art, launch campaign and marketing materials Employee launch programme Ancillary partner appointment where relationships do not exist PURPOSE: Development of marketing activation materials to bring the proposition to life
  11. 11. FOR MORE INFORMATION ON HOW WE COULD HELP YOU BUSINESS BUILD COMPELLING CUSTOMER VALUE PROPOSITIONS CONTACT CHRISTOPHERBROOKS@LEXDENGROUP.COM 0044 7968 316548 Lexden Ltd. Registered in England Number: 06290644 | VAT Registration Number: 926725700 | www.lexdengroup.com Elizabeth House, York Road, London, SE1 7NR | The Courtyard, Wind Hill, Bishops Stortford, CM23 2ND Contact christopherbrooks@lexdengroup.com | 07968 316548 for more details

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