customer value

Article archives from the Pricing Pricing Society

The 2022 Imperative: The Focus on Customer Value

The purpose of this paper is to provide more information about what customer value means, how it is materialized in pricing and selling processes, and how buyers perceive value and manage it versus price. Customer value is now the number one imperative for all organizations as they build the plans for their next five to ten years, as the author explains.

Customer Lifetime Value: The Sales and Marketing North Star

Stephan M. Liozu, Ph.D. (, is the Founder of Value Innoruption Advisors, a consulting boutique specialized in value-based pricing, industrial pricing, digital and subscription-based pricing. He is also an Adjunct Professor & Research Fellow at the Case Western Research University Weatherhead School of Management. He is a Certified Pricing Professional (CPP), a Prosci® certified Change Manager, a certified Price-to- Win instructor, and a Strategyzer Business Model Innovation Coach.

How to Quantify Intangible Customer Value

In this article, the author presents strategies for quantifying intangible customer value and presents a practical example of a so-called intangible value driver. The hope is that any pricer reading this can adapt the strategies and example to their own business and use them for better strategic decision making, messaging or more productive customer discussions.

By |2023-10-29T19:32:47+00:00August 31, 2018|Customer Value Realization, Pricing Articles|0 Comments
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