Unlocking Customer Advantage

Discover how to capitalize on what makes your business—and its products—truly valuable to customers In Pay Back: Turning Customer Value into Lasting Revenue, a team of veteran business strategy thought leaders delivers an innovative, pragmatic approach to value that will transform the way you understand competitive advantage and improve your company’s financial performance. The authors explain the customer’s journey in evaluating what makes a product or service meaningful and unique in the marketplace. They show you how to navigate and translate that evaluation process into sustained revenue. Pay Back offers a step-by-step guide to a continuous process linking product and service investments with realized customer perceptions of value and, ultimately, the firm’s financial results. It combines a practical perspective on customer value with a grounded framework you can implement at your own firm. The book offers: Proven strategies for creating, positioning, and pricing products and services that are meaningful and unique to customersInsightful illustrations of how today’s typical interactions between companies and customers unnecessarily waste value, to the detriment of both partiesPricing and monetization techniques that help leaders focus on profitable ways to capture value from different groups of customers Perfect for company executives who set product and service strategy, Pay Back is also a must-read guide for seasoned business leaders trying to turn around underperforming product lines, as well as MBA students and anyone else with an interest in practical business strategies that deliver results.