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Published in:
2023 | OriginalPaper | Chapter
7. Adapting the Customer Value Proposition
Authors : Michael Kleinaltenkamp, Katharina Prohl-Schwenke, Laura Elgeti
Published in: Customer Success Management
Publisher: Springer International Publishing
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Abstract
Fulfilling the CVP lays the groundwork for future contract renewals. However, for repeat purchases and longer-term subscription arrangements, a CVP typically does not remain unchanged. In contrast, since customer goals likely change over time, a CVP needs to be adapted throughout a business relationship. Hence, embedding a CVP into a sales cycle can ensure that all sales endeavors are geared toward customer value. In this sense, a CVP is not renewed at a specific occasion; rather, its renewal process begins right after its sale because it should be adapted continually. The CVP thus needs to be understood as a dynamic tool to address constantly changing customer needs and emerging goals.
Moreover, the chapter presents the Case Study “Salesforce” that illustrates how the firm successfully scaled up tailored customer success management (CSM) activities.