Use a sample of customers to explore the range
of customer expectations of value
Define macro-segments along the three
dimensions of value
Identify potential areas for differentiation
• Interviews
• Customers and
non-customers*
• New data on customers
• Size up importance of
segments
• Understand process
requirements and
own strengths/
weaknesses
• Include current and
potential competitors
• Play to own strengths,
competitor weaknesses
• Build the new business
system
*Note: consider evolving nature of expectations
Assess operational implications
Size up competitors' capabilities
Finalize strategic positioning and reengineer
business processes
Source: CSC Index and Treacy & Company
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