Building customer loyalty comes from the development of an insightful understanding of what the customer wants from a process, determining what alternatives the customer has relative to getting his product or service from the process, and then building a Customer Value Package (CVP) that is better than all other alternatives available to the customer.

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property of Business Enterprise Mapping, LLC and are intended for single use only. No
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permission of Business Enterprise Mapping, LLC 20645 N. Pima Road, Suite 230,
Scottsdale, AZ 85255, USA.
Every Process
Must Build a
Loyal Customer

2. BUSINESS ENTERPRISE MAPPING
WHO. WHAT. WHEN.

3. 72% of All Enterprise Problems
lay hidden in broken processes
72%

4. Behind Every Unhappy Customer
somewhere a process has failed


5. What is the purpose of a process?
?

6. The purpose of a process is
to serve a loyal customer ethically
using minimum resources.

7. We serve our customer
by providing a compelling value proposition.
Customer
Value Model

8. Process Effectiveness
is the extent to which a process
achieves its purpose.

9. What does
our
customer
want?
How do we
receive
feedback?
How do we
measure?
What do we
provide?
What is
the gap?
Effectiveness Questions
How do we
improve?
?

10. Customer Value Brings Loyalty
Customer value is provided through the
outcomes customers experience
and the perceptions they form, not the
tangible “things” they receive.

11. The Customer Value Model
The Customer Value Model is a set of critical
criteria across four dimensions that captures
the customer’s perception of value.
Customer
Value Model
Options
Desirability
Presentation
Transactions
Delivery
Inquiry
Change
Cost of Ownership
Investment
Finance
Service
Trust
Involvement

12. Options Desirability
Do we offer solutions that customers want?
Do we provide
the right choices?
Variety
Function
Do our solutions
satisfy our
customers’ wants?
Presentation
C. V. M.
Do we offer our
solutions the way
that customers want?
Appeal
Performance
Ease of Use
Quality
Effectiveness
Safety
Experience
Form
Information
Packaging

13. Do we serve customers when they want
to be served?
Change
C. V. M.
Transactions Delivery
Do we process
transactions in a
timely way?
Do we deliver
solutions when
customers want?
Inquiries
Do we respond
timely to customer
inquiries?
Do we keep pace
with changing
customer needs?
Quoting
Order Processing
Invoicing
Follow Up
Lead Time
On Time
Availability
Notification
Response Time
Time to Resolve
Frequency
Availability
New Solutions
Customer Initiatives
Competitor Initiatives

14. Cost of Ownership Investment Finance
Do we provide an attractive financial value?
C. V. M.
Do we provide
solutions at an
attractive total
cost?
Solution Cost
Consumption
Administrative
Distribution
Do we invest in
the customer
relationship?
Do we offer an
appealing financial
situation?
Value Added Extras
Resource Commitments
Financial Investment
Bonus Features
Profit Contribution
Credit & Terms
Transaction Risk

15. Customer Service Involvement Trust
Do customers prefer us?
C. V. M.
Do we provide
desired customer
support?
Communications
Problem Solving
Solutions Support
Connections
Are we valuable
partners to our
customers?
Do our customers
trust us?
Time & Resources
Joint Innovation
Strategy
Leadership
Knowledge
Intention
Capability
Commitment
Stability

16. Assessing Customer Value
Customer Requirements
1 - 5Importance to the Customer 1 - 5 1 - 5 1 - 5
How we Perform
The Performance Gaps
What this Means
Average
Description
Learnings Learnings Learnings Learnings
Below Average Above Average Average
Description Description Description
How our Competitor Performs Average Above Average Below Average Average

17. CONTACT
PROVIDE
WANTS
IMPORTANCE
GAPS
UNIQUE
What can we do
that others can’t?
Where do we have contact
with our customer?
To what extent
are we important
to our customer?
What does
our customer
want from us?
Questions to Consider
DISAPPOINT
PERCEPTION
To what extent do
we provide what the
customer wants?
How do we disappoint
our customer?
How can
we improve
our customer’s
perception
us?
?Why do these
gaps exist?

18. Outcome
Learning what customers value and building
value improvement into a process is the surest
way to build and maintain their loyalty.

19. Business Enterprise Mapping
20645 N Pima Rd, Suite 230
Scottsdale AZ 85255
480.515.9001
www.businessmapping.com
Thank you!