The Customer Benefit Balance constrasts
- the problems of your customers with your problem solution,
- the benefits expected from your customers with your real value proposition, and
- the tasks to be accomplished by your customers with your support.
In doing so
- problems and solutions are more important (weighting factor 10) than
- an additional benefit (weighting factor 5)
- or customers tasks and their support (weighting factor 1).
The respective balance sheet values are calculated on the basis of the information you selected.
Example for problems:
The value of customer problems is calculated on the basis of the information adopted in Customers and Segments under customer problems. If, for example, you have identified two customer problems and weighted problem 1 with the problem strength 4 (very serious) or problem 2 with the problem strength 2 (somewhat serious), then the problem balance value of 60 is measured as the problem score of 4 + 2 = 6 multiplied by the weighting factor 10.
The total score of the
- customer problems,
- benefit expectations, and
- valuations of the customer tasks
results in a value-amount of your customer profile, for example 100 points. The higher this is, the greater the customer expectation of your value proposition. In order to solve the problems of your customers and to achieve a appropriate problem-solving level, your value proposition should reach a similar high score.
This can be done by
- specific problem solving,
- other useful applications or
- support services for customer tasks.
The better you solve the problems of your customers, the greater your problem-solution matching.
Example for problem solvers:
The value of your "problem solvers" is calculated from the information adopted under the problem-solution assignment. If, for example, you have defined a product A as a "problem solver" (weighting factor 10) and assigned to the benefit relevance 4 (very relevant), then this results in a problem solving value of 4 × 10 = 40.
When you have also defined two products B and C as "benefit providers" (weighting factor 5) with the benefit relevance 3 (relevant) and 4 (very relevant) as well as a product D as "task supporter" with the benefit relevance 5 (indispensable), then this results in an additional benefit value of (4 + 3) x 5 = 35 as well as a task support value of 5 x 1 = 5. Therefore your offer has a value of 40 + 35 + 5 = 80. For example, if the total score of the customer profile is 100, the problem-solution matching is 80%.