Customer-oriented Organization Chart Customer Perceived Value CUSTOMERS Total Customer Value Front-line people Total Customer Cost Middle managemer The Value Proposition Customer Satisfaction Custome Satisfaction The value proposition is the cluster of benefits the company promises to deliver Total perceived Exqeuallity"o Pe Needs a wants H5 Customer-oriented Organization Chart 6 Customer Perceived Value Total Customer Value Total Customer Cost PV= 7 The Value Proposition • The value proposition is the cluster of benefits the company promises to deliver Expected Quality Expected Quality •Communication •Sales •Perceptions •Word of mouth •Past experience •Needs & wants •Communication •Sales •Perceptions •Word of mouth •Past experience •Needs & wants Customer Satisfaction Perceived quality of Competitors Perception Perception Result: What Result: What Process: How Process: How Customer Satisfaction Customer Satisfaction Total perceived Quality Experienced Quality Experienced Quality