Barnes Marketing Associates

All value is not the same: Create Really Valuable Value for Your Customers

Who should attend?

Senior executives, marketing VP's, chief marketing officers, marketing strategists, sales managers, sales staff, customer relationship managers, public-sector executives.

What You'll Learn

The concept of value is of critical importance to marketing success, an essential building block in the quest for customer satisfaction. Quite simply, it is value that drives customer satisfaction, and the concept of creating and adding value is a solid one that demands management attention.

The fundamental issue that must occupy managers if they are to attract and retain customers is knowing how to create and add value for the customer. Companies must examine value from the customer's point of view and not assume that they know what value means to the customer. It is also critical to get beyond a focus on value for money. Customers want much more than low prices. In fact, many managers seem surprised to find that customers often are prepared to pay more to get what they really want.

Over 30 years, through hundreds of projects that examined the extent to which customers are satisfied with companies in North America and Europe, Jim Barnes has learned a great deal about what creates value in the customer's mind.

He has also learned how customers define value. What continues to surprise him is that very few managers seem to have a solid understanding of the critical importance of value in driving customer satisfaction. Even fewer have a broad view of how value is created for the customer.

This workshop takes you through the value creation process; value that leads to satisfaction and loyalty. You will learn more than 15 ways that your company can create valuable value for your customers. Through interactive discussion and group exercises this workshop leaves you with a much greater depth of understanding of the importance of value.