Customer Value as an Ideation Tool

Abstract

In this paper a holistic customer value approach is sug- gested that deals with the “how”, “why”, “when”, “where” questions from a customer’s point of view. Moreover a cluster and correspondence analysis is performed using 200 innovations selected from various industries. It illus- trates the relevance of the three dimensions that character- ize the current innovation landscape: contextual relevance (why, when and where), personal/ environmental relevance (who) and behavioral change (how). Different types of dependencies may be created be- tween these dimensions to create new value to the cus- tomer. Making one move along one of these dimensions, may induce opportunities to make new moves along other dimensions. Thefore trade-offs and synergies between the “what”, “who”, “why”, “how”, “when” and “where” context should be analyzed in depth. Several examples are given in this paper.