Where brands have traditionally been associated with individual product lines, the authors assert that the concept of the brand needs to both reflect and be carried by the whole organization. Today, customer value is created in a context of long term partnerships formed to achieve customized solutions, process reengineering, risk sharing, and supply chain optimization.
From the Back Cover
There has been a fundamental change in the purchasing motivation and behavior of customers and the methods by which companies meet these new customer expectations. Companies are re-examining their fundamental assumptions about the way in which they define and deliver value to their customers.
Marketing and brand strategies successfully deployed in the 1980's and 1990's are no longer sufficient to ensure continued profitable growth, customer loyalty and competitive advantage. Today, global competition offers everyone a meaningful choice of equally competent suppliers. The sharp-end of creating customer value lies with the organization's ability to:
- Customize products and services
- Direct complex supply chains on behalf of customers
- Provide pre-sales advice and post-sales service
- Maximize customer convenience
- Work effectively within alliances on behalf of customers.
The UOVP—Unique Organization Value Proposition™ —is an important new methodology providing a practical approach, which enables senior management to define and deliver customer value in a world where traditional products and brands often fail to do so.
The UOVP integrates an organization's value-adding processes into a powerful combination of reputation, performance, customer and product portfolio and a network of third-party relationships. Creating this differentiated combination, on the basis of delivering real value, enables an organization to:
- Create profitable long-term customer relationships
- Integrate and direct the organization towards customer value
- Lead unbeatable alliances
- Generate breakthrough innovation.
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