Competing for Customers and Winning With Value Challenges Conventional Wisdom about Both Competition and Competitive Planning

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New book from ASQ's Quality Press unites two powerful ideas, customer value and competitive planning, into a step-by-step process that makes the organization an effective and efficient machine for both retaining current customers and acquiring new ones. A unique element of the book is its integration of Six Sigma into the comeptitive planning tool set. Detailed action plans use Six Sigma to identify value-adding projects that are designed to enhance the organization's competitive value proposition and thereby increase market share.

Two aspects of this book make it a powerful tool for managers

The competition for achieving and sustaining a differential advantage is one of the more compelling issues facing businesses today. “Competing for Customers and Winning With Value” (ASQ Quality Press) sets forth a template that challenges much of the theory and practice of competition and planning. It unites two powerful ideas, customer value and competitive planning, into a step-by-step process that makes the organization an effective and efficient machine for attracting new customers and holding on to its current customers.

“The book is the result of our work with a number of companies that had originally hired us to develop and deploy our customer value models throughout their organizations. They challenged us with a simple but involving task. How do you use the customer value information we’ve collected to increase our market share and improve our business performance? The answer to this question is found in ‘Competing for Customer and Winning With Value’,” says Dr. Reginald Goeke, Principal and Co-founder of Market Value Solutions.

“Two aspects of this book make it a powerful tool for managers”, says Dr. Goeke. “The first is our approach to measuring and managing customer value. Customer value is a potent metric for predicting market share and business performance. It is far more effective than customer satisfaction for a number of reasons, chief of which is its ability to be linked to market performance. Second, the planning template focuses on the organizational level where customers are actually won and lost. Too often planning takes place at a level that is too abstract and therefore hard, if not impossible, to implement effectively. Competitive planning takes place at the point where products and markets intersect to produce strategic opportunities for the organization.”

The strength of the book is its systematic and logical approach to basing competitive plans on the voice of the market. It removes the randomness of many planning processes by providing tools for measurement, plan development, and monitoring. One unique element of the book is its integration with Six Sigma as part of the competitive planning tool set. Detailed action plans use Six Sigma to identify value adding projects that are designed to enhance the organization’s competitive value proposition and thereby increase its market share.

When asked of this component of competitive planning, Dr. Goeke points out that “ ‘Competing for Customers’ provides the crucial link between Six Sigma and marketing in a very concrete and highly focused way, heretofore missing in most attempts to link the two. ‘Competing for Customers’ will move Six Sigma from the factory floor, where its traditional focus has been on cost reduction, to the arena of the marketplace where it will become a powerful strategic tool, consistent with the organization’s strategy for acquiring and retaining customers.”

Market Value Solutions (MVS) is a company that specializes in the measurement and management of customer value. MVS has developed a unique and powerful process for integrating Six Sigma and Lean into the competitive planning process directed by the voice of the market.

If you would like more information about this topic, or to schedule an interview with Reginald Goeke, please call Eric Reidenbach at 601 268 7479, or email Eric directly from the MVS contact page.

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Reginald Goeke
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