Companies must focus on value for customers. However, all customers are not the same. Globalization has created all types of problems for businesses. One of the issues is how to stay ahead of the competition by exploring new markets while keeping the same customer base. This action is not easy.
Mark Johnston and Greg Marshall, authors of Relationship Selling, maintain that customers expect and deserve consistency in the way an organization’s value-added message is put forth. 
Being strategic conscious about these business relationships is not simple. Marketing expert Ken Favaro further suggests that putting value creation consistently first requires leadership skills, discipline, and perseverance. He further challenged organizations to demand higher standards from managers who would jeopardize these business relationships.
These marketing problems are worthy of the most decorated scientists. In fact, the right value proposition is critical because all customers are not created the same. When organizations place value creation as a high priority, organizations will beat their competition because they will deploy capital better and develop internal talent better.
Customer expectations and customer needs are often different. Management expert Ray Miller further suggests a “strategic trap” for businesses seeking to meet customer expectations. Delivering below expectations is obviously bad. However, simply satisfying customers will not guarantee customer loyalty either because they are getting nothing more or less than they expect.
Furthermore, some businesses get caught up being efficient in developing cookie cutter solutions for the masses. Yet, they overlook that value seeking customers are looking for products and services that solve their specific needs.
Consequently, employees should be motivated to provide value for customers if the businesses want to be successful. In fact, this reality involves being compensated fairly, being treated with respect, and being given meaningful work. Finally, companies must understand that customer value expectations are often different. Therefore, businesses that manage customer expectations effectively will possess a distinctive advantage in the market.
Please discuss your professional experience with customer value differences.
© 2013 by Daryl D. Green