Customer value proposition (CVP)\Value proposition\Unique selling proposition (USP)

The personal, customer oriented ”Why”.

A customer value proposition is ”a reason for buying a particular product or service in relation to the value that it offers”. (Cambridge Dictionary)

”The sum total of benefits which a vendor promises a customer will receive in return for the customer’s associated payment (or other value-transfer). […] A customer value proposition is a business or marketing statement that describes why a customer should buy a product or use a service. […] a clearly defined statement that is designed to convince customers that one particular product or service will add more value or better solve a problem than others in its competitive set.” (Wikipedia)

  • Uber CVP: ”Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.”
  • Apple iPhone CVP: ”Every iPhone we’ve made — and we mean every single one — was built on the same belief. That a phone should be more than a collection of features. That, above all, a phone should be absolutely simple, beautiful, and magical to use.”

Idea: The CVP is the sales pitch. Imagine you have the CEO in the elevator and she asks ”Why should I use X?”. The CVP is the answer you can give in less than 30 seconds.

The intranet should harmonise with the realisation of the organisation CVP. Generic intranet CVP suggestion: ”The intranet has the answers to your work questions. By using the intranet you get the work done smarter and faster”.

Dictionary

Bild framework mission vision etc.001
Tasks/activities
Mission
Vision
Strategy
Guidelines
Objectives/goals
Projects
Processes
Core values
Organisational culture
Customer Value Proposition

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