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The Path to a Customer Value-Centered Company

In: Customer Value-centered Management

Author

Listed:
  • Andreas Krämer

    (exeo Strategic Consulting AG)

  • Thomas Burgartz

    (University of Europe for Applied Sciences)

  • Christina Muzzu

    (University of Europe for Applied Sciences)

Abstract

Summary In academia—as in business practice—the two perspectives “value-to-the-customer” and “value-of-the-customer” are usually viewed in isolation. However, it adds value to combine the two strands. This is made possible by value-to-value segmentation. It not only provides assistance with strategic issues but can also be a decisive orientation aid in operational marketing. The frequently discussed aspects, such as personalization and automation in customer care, are both an opportunity and a risk. On the one hand, an automated and personalized approach to the customer through a product tailored to their needs can increase customer loyalty and at the same time reduce the costs of customer care. On the other hand, transferring these principles to pricing involves considerable risks.

Suggested Citation

  • Andreas Krämer & Thomas Burgartz & Christina Muzzu, 2025. "The Path to a Customer Value-Centered Company," Future of Business and Finance, in: Customer Value-centered Management, chapter 13, pages 287-310, Springer.
    • Handle: RePEc:spr:fuobcp:978-3-031-90497-4_13
    DOI: 10.1007/978-3-031-90497-4_13
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