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Understanding Customer Value

Understanding Customer Value

Customer satisfaction is crucial for any business that wants to stay alive and compete. For many companies, customer satisfaction can be obtained simply by providing the same products or services that they offer now, but for others, it may take more effort. This article will provide insight into how businesses can learn to understand customer value in order to increase their customer satisfaction level.

What Is Customer Value and Why It’s Important

Before discussing how to gain customer satisfaction, it is important to understand what it means and why it is important. Customer values are the individual subjective values of each customer with regard to an organization’s performance. Customer values represent the overall satisfaction that a company can expect from those customers, as well as their likelihood of purchasing a particular product or service in the future.

According to Jonathan Osler San Francisco, understanding customer value is a primary concern for businesses that want to increase their customer satisfaction. Once you understand the customer value of your clients, you will know how to increase customer satisfaction in your business.

Steps To Understanding Customer Value

Here are steps Osler provides to gain customer satisfaction:

1. Gather Data

In order to gain a better understanding of customer value, companies should collect as much information as possible from their clients. For example, if a company wants to understand which feature its customers value the most, it can ask them to rank those features from 1-10 based on the importance of each. The individuals that understand the company’s business and its customers can be valuable assets in this stage.

2. Analyze Customer Profiles

Once all the data has been collected and organized, companies can start analyzing it. The most common approach is to choose one piece of data, such as customer purchases or calls, and find patterns in it. For example, a company may notice that every time an individual makes a purchase or calls the call center with a certain product, they will often place another order or call again in the near future. Business intelligence tools are very helpful here because they can provide all the necessary tools for analysis like pattern recognition and predictive modeling.

3. Use Customer Value to Develop a Pricing Strategy

After the analysis is done, companies can use customer value to develop a pricing strategy. What types of products does the company sell and what is the value that each product provides? This information can then be used to determine how much customers are willing to pay for it. From here, companies can determine the most profitable products to sell and adjust their pricing accordingly, thus increasing their profit.

4. Understand the competition

Once a company has gathered as much information about their competition as possible, it is time to find out what they are doing differently. For example, in order to determine the value of customers who use only one brand of their products, the company can conduct market research and ask the users directly. Then, they can compare this data with other companies in order to find differences and patterns that are applicable to their own business.


With the steps described above by Jonathan Osler San Francisco, companies are able to gain a better understanding of customer value. From there, they can learn more effective ways to increase customer satisfaction and profitability.