Developed by Northwestern University Kellogg School professors James C. Anderson and Eric Berggren, the Customer Value Management Expert Toolset®
(CVET®) streamlines the process of demonstrating and documenting the superior value delivered to customers.
CVET has two applications:
CVET enables you to conduct customer value research on a market offering. It guides
you to define your project, select market segments to study, identify value elements,
write value word equations, gather customer value data, build value models, and
generate reports. Using the analysis capabilities, you don't have to be an expert to
achieve best practice in measuring and analyzing customer value.
CVET generates value-based sales tools that enable your sales force to easily and
effectively quantify and prove your superior value with an individual customer. Here you
gather data from customers, edit existing customer data, and use the Value Calculator
and Value Documenter.
These tools increase your sales force's efficiency and effectiveness by reducing the
number of calls required to win an order and/or increasing your "win" rate against the
How Best Practice Firms Use Customer Value Models
Determine value-based customer segments
Identify high priority targets
Guide product development priorities
Formulate pricing strategy and tactics
Craft persuasive value propositions with a resonating focus
Support value selling with value-based sales tools
Value case histories
Improve profitability by identifying value drains and value leaks
Why is CVET powerfully different from other methods?
Focus research on just those customer value measurements that drive your customer’s purchase decisions
Increase credibility with customer verified data, instead of reliance on assumptions and assertions
Work jointly with your customer to generate new knowledge…not merely recycling customer opinion
Share customer value knowledge across