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customer target user in the context of

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customer value
proposition is a description of the experiences a target user will realize upon
purchase and use of a product. In my work in product marketing, I haven’t seen
many marketing organizations create or employ the customer value proposition.
Sometimes, I have seen something called a “value proposition” used. However,
those “value propositions” are usually a simple list of benefit statements
applied to a generic audience. The customer value proposition is arguably the
most important tool in the product marketer’s toolset. It is the foundation for
understanding how the product will realistically be valued by the target user.
Unlike a benefits statement, a customer value proposition is more balanced. It
certainly includes the advantages a target user would experience. But to these
benefits it adds the tension of disadvantages and parity experiences. The sum
of all of these experiences provides a much more accurate assessment of the
product in its marketplace. In the absence of customer value propositions,
companies are walking blindly in the marketplace. Businesses underplay the fact
that their target users have other options. They ignore that fact that their
product has deficiencies some of which may significantly hamper their efforts
in the marketplace. Lurking behind the lack of customer value proposition is
the real issue – most businesses lack a deep understanding of their target
user. They don’t know how that user works and behaves. Businesses don’t
perceive the challenges that user faces each day. They haven’t learned how that
target user will actually evaluate and use their product. The result is that
businesses lack the true conviction of their product’s worth. This is seen in
the way they price their product, the way they message their product, and the
way they sell their product. The customer value proposition is the keystone for
effective product marketing activities. It brings together customer
intelligence, competitive insight, and product valuation. It delivers a
concise, supportable statement of the product’s value. It quantifies how that
value is realized based on all of the target user’s likely product experiences.
The customer value proposition provides a focused approach to understanding the
target user in the context of your product. This eBook shows you how to create
customer value propositions for each of your target users. With these customer
value propositions in place, product marketers and managers will find it much
easier to direct product roadmaps, write compelling messaging, build supportive
sales tools, and excite the whole company. Please feel free to share this eBook
with others who would benefit from reading it by posting it on your blog,
emailing it, or linking to it.

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