Customer Loyalty

Our customer value management approach identifies actions that will strengthen the customer base and drive growth.

What is Customer Value Management?

Customer Value Management (CVM) is a strategic approach to understanding value from the customer’s perspective. Research shows that perceived value is a stronger predictor of loyalty, retention, share of wallet, and future purchase intentions than satisfaction alone. By identifying what customers truly value, organisations can make smarter decisions that strengthen relationships and drive business performance.

How we Help Drive Change

We help businesses uncover how customers evaluate value — the trade-offs they make between what they receive and what they pay. By analysing key factors such as product quality, service, availability, and reputation, we identify high-impact opportunities and show how to prioritise improvements that customers will truly value.

Our Approach

Our CVM framework captures the full spectrum of customer value:

1. Functional benefits – quality, features, and service

2. Costs and sacrifices – pricing, effort, and trade-offs, and

3. Reputation – brand credibility and organisational trust

This framework integrates the ways customers trade off benefits and costs, showing how each element influences perceived value and loyalty. It provides actionable insights that guide investment and improvement strategies to increase customer value and long-term profitability.

This broad framework is depicted below:

Key Outcomes

We use statistical modelling to calculate the relative impact of each driver on perceived customer value. Combining these impact weights with performance scores highlights the improvements likely to deliver the greatest return on time and resources, and defines how these actions should be prioritised. This enables organisations to focus on strategies that enhance value, strengthen loyalty, and build a more committed customer base.