Customers rarely judge an offer as a single whole. They trade off attributes: features, service, delivery, guarantees, design, convenience, sustainability, support, and price. A Customer Value Audit breaks your offer into parts and measures which parts actually drive customer choice and which only add cost without enough perceived value.
We identify:
- Which attributes customers value most and least
- What customers are willing to trade off
- Which features support preference or willingness to pay
- Which combinations create the strongest proposition
- How priorities differ between customer segments
- Which elements can be simplified without damaging demand
You get:
- Recommended product, service or bundle configurations
- Clear recommendations on what to strengthen, simplify, test or remove
- Willingness-to-pay estimates
- Segment-specific differences
- A simulator or decision tool where relevant
How it works:
Depending on the decision, we use methods such as:
- MaxDiff to establish the relative importance of features and benefits.
- Conjoint analysis to measure trade-offs, willingness to pay and the strongest combinations of attributes.
- A/B testing to validate whether different configurations, messages or offers change real behaviour.
The analysis can also incorporate interviews, existing customer data and commercial context.