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Network Event 10/2019 Panostaja Oyj Keynote interview Pia Rautakorpi

Customer value must be viewed from two directions. It is customer’s perception of the value they get from what your offer. Customers weight the benefits and costs they relate to your products and services.

Pia Rautakorpi

November 22, 2019

Interview only in Finnish – translated for the most part for you in the text below.

Customer Value for owners, board members and management teams

Customer value must be viewed from two directions. It is customer’s perception of the value they get from what your offer. Customers weight the benefits and costs they relate to your products and services.

The other side of the customer value equation is your company’s ability to capture the value you have been able to create.

It’s beneficial for everyone that this equation is in balance. To get there you need to understand what motives drives your customer’s behavior and how robust is their drive. Why do your customers do what they do? Too often we are satisfied only identifying our customer’s behavior without knowing what drives this behavior.

We cannot make any decisions without the influence of emotions. All decisions are made with emotions, and that’s why as a leader you should be aware of both your personal as well as your customer’s emotions.

One major misunderstanding related to customers is that you don’t need to listen your customers, because they don’t know what they want. You create the highest value for both your customers and your company, when you have an active dialog with your customers. Your customers don’t need to know what you need to do or produce, but only your customers know what they value.

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