Customer Value Foundation (CVF)
Home   |   Sitemap

To Subscribe Free To Our News Letter Click Here

CVF Newsletters

Total Customer Value Management (TCVM)


Bank Study 2010 Brazil Ssummary

Transformation and "Firms of Endearment Tata Power (Values Create Value)"


Connect With Us || || || || ||


Look at Value Destruction to Create More Value

‘Every act of creation is at first an act of destruction.’ Pablo Picasso. Many companies analyse value destruction after the fact. Very few try to assess value destruction potential of ...........


The International Society of Service Innovation Professionals interviews Gautam Mahajan

Gautam Mahajan is interviewed by The International Society of Service Innovation Professionals. Eighth in the ISSIP series of interviews with Tech Leaders: a conversation with Gautam..........


Are Firms Becoming More Human?

I am writing this article to help companies and executives to create value and prevent reduction of #CustomerValue in the future. All of you need to think about this as you plan for the future.....

Customer Value Economics: The High Cost of Poor Service

This doesn’t make sense, you think. Doing less cannot cost more. You have to look at the net cost. Many actions that #addvalue do not cost much. Smiling, being courteous, listening to customers, keeping ....

Call for Paper for the Second Global Conference on Creating Value

Dear Friends, Do come to the 2nd Global Conference on Creating Value in May 2019 in New York. Please plan to....

From my recent posts in my column, you know about Total Customer Value Management, how we add value to Customers, and how we help employees manage Customer-Centric Circles, and....

Plastics Ban or Big Bang

India is fast becoming a country that cannot control many of its day to day issues. Is this because of lack of governance or will, or just a lackadaisical attitude?.... 

Value Takers Vs Value Makers

Are you a Value Creator OR value Taker... 


Did you know that values create value.....

Is Value Creation Always Necessary?

Much has been written by experts on value co-creation. Some believe that without co-creation value cannot be provided. I have a view which is similar to my view on other items.... 

The Productivity Conundrum: Why is Productivity Declining?

Productivity declined 0.5% in the last 5 years globally till 2017 end, whereas it gained 2.5% in some previous decades. Puzzling:.......

Are Value Creation and Destruction Two Sides of the Same Coin

Value Destruction: Non Value Added Tasks destroy value companies have many non value added tasks, processes, events, wastage that are non value adding. These includes.....

Use Customer Value to Fill in the Cracks in Custmer Experience

There have been cracks in CX theory. And now there is another article by a CX proponent, Charles Bennett of the Next Ten Years, Great Customer Experience does not always mean great.....

Attractology and Business

“The law of attraction is: You don’t attract what you want, you attract what you are”...

The Future of UnEmployment and UnEducation

Think of future.

Using a Customer’s Bill of Rights to Build a Customer Culture

In my last few column articles, we discussed how to measure customer value and have examined the sorter side of Customer Value Management. Tool of Total Customer Value Management include building a Customer Strategy and ............................

How Customer Value Can Improve Your Price

If you create the value that the Customer is looking for, and if he perceives that you are creating value, what does he do? Does he choose your product first (show a preference for it) or be prepared to give you a higher price? How does it impact pricing and commoditisation?

Value Creation: CEOs Must Tip the Balance Towards Retention

Curt Fowler wrote in the Moultrie Observer on Driving Growth through Customer Excellence. He quoted HBR in Zero Defections stating that a 5% increase in Customer retention can increase profits up to 75%

The Sense of Vale

Developing the sense of value is a two way street. One is your sense of what value is. The next is whether this value is being created for you, or are you creating value for others.

5 Steps to Becoming an Outstanding Customer Expert

Many of you are good at being Customer focused, and are Customer Experts. How can you become an outstanding Customer expert? You just need to follow a few steps........

Hotels Follow Airlines

My friend Ravishankar wrote to me:Thought you'd find this interesting from the WSJ (Hoteliers Start to Mimic Airlines—Uh-Oh). Sad that the airlines model of nickel-and-diming the customer is now adopted by major hotel chains.........

Review of Gautam Mahajan's book "Value Creation - The Definitive Guide for Business Leaders"

Mahajan is a champion in advocating the customer as the fulcrum of business. Through his no nonsense approach, he reasons that creating value to........

Become a Customer Expert! Start by Clearing 9 Misconceptions About Customer Value

Many of you are customer experts, or close to being one. It is a matter of using what you have learnt, and what you keep on learning........

The Big Bang Comes When Business Needs and Customer Necessities Coincide

For a business, there are many tasks that are relevant and many that are necessary from their point of view. There are tasks that a business performs or could perform that...........

Smarten People: The Internet of People is not Just for Smart People

I continuously hear about smart systems, smart cities, smart this and smart that, and the Internet of Things. They all need smart people, I am told. Now I hear smart cities need smart people and smart citizens...........

Business World on Gautam Mahajan's Book, Value Creation

Here is an excellent review on Gautam Mahajan's book on Value Creation written by Nitin Motwani,Co- founder and CTO of

The Virtual Company

Purchasing professionals are focused on adding value to their companies, and so are sales and marketing professionals selling to them. All this will change with the Virtual Company..........

Co-Create Value with Your Suppliers and Partner

Purchasing professionals are focused on adding value to their companies, and so are sales and marketing professionals selling to them.  Both of these professionals, however, focus on price or cost as the major source of value creation for their companies.........

The Next Big Leap: From Total Quality to Total Customer Value Management

Amazing Amazon Slipups: Lessons to be Learnt

Amazon has an amazing name for great service and being customeric. So much so that Shep Hyken lauden them........

Why is the Customer Taken for Granted?

Why Value Culture Boosts Customer Satisfaction

The 4A’s that build Incredible Management and Successful Executives

Creating Value for Yourself means Creating Value for Others

The 8 Principles of Customer Value Creation

Don’t Waste Money Blindly Starting Loyalty, CJ, CX, CR, or CS Programs.

How to get a Service Culture Mind-set?

Invisible Manipulation

Do Unethical Practices Create Or Destroy Value?

How Net Promoter Score is Like Global Warming

Can Customer Value Change Customer Behaviour and Vice Versa?

C2C: Its Importance

C2C is normally Customer to Customer or Consumer to Consumer, or Citizen to Citizen.....

Loyalty: Real or Fiction?

Dictionary meaning of Loyalty: unswerving in allegiance

I keep reading loyalty is wonderful and how Customers are loyal or can be made to be loyal. And therefore there should be loyalty programs and efforts to get Customers to become loyal.....

Are Companies Loyal?

I came across a cartoon at Economic Times, which showed two executives speaking and one saying: It’s no more about employee loyalty…

Value Creation Activity in Colleges and Executive Education

Outsourcing our Customers without realising it:

Outsource the Customer. How stupid. Yes, all of us know we outsource many parts.......

Who Comes First in a Company A Value Creation:

This short questionnaire (4 questions) on your opinion of who come first and second in a company.......

Journey of a Customer Value Creation Evangelist

Journal of Creating Value is Released

Are We Blowing in the Wind

Why Empower Employees if you can get away with it:

Every Customer consultant says EMPOWER Thy Employee! This is the path to Customer success.......

This week, I want to do something different:

The article is on Indian's Forgotten Feminist Epic, written by Karan Mahajan in the New Yorker.......

Journal of creating value newsletter:

The Journal will debut in May 2015, and will be published by Sage Publications........

Value of Belonging: the Orphaned C ustomer:

A few days ago I wrote about anonymous customers (anonymous because companies do not know.......

Value of being Anonymous?By Gautam Mahajan:

I often look at the business world and wonder. What are they all about? They spend oodles.......

The Customer Value Conundrum: Value Destruction Multiplier:

Most managers are obsessed with efficiency, and cutting costs. They have a burning desire to avoid.......

Why Leadership-Development Programs fail: A Contrarian View

8 Reasons Why your Company Isn’t Creating Value

From Value Grabbing to Value Creating: Lesson for Leaders

Whom do I work for?

Chief Value Creation Officer (CVCO)

I have been writing about Value Creation. I was asked to define the Chief Value Creation Officer....

The real sources of value: Assets and Performance

Mindset or Training: which comes first?

Employees, Customers, Investors: Who comes first?

Employee Journey

Customer-Value Marketing Critical as Airline Executives Lose Focus

Example of Value Creation in Education

Customer Value Journey

What does being Secure have to do with Creating Value?

8 Tips for Value Creation for HR Professionals: Become Line Managers

Value Creation Implementation Ideas. Avoid Value Destruction

Nuisance Value: Value Creation or Value Destruction?

Value Creation is Output / Input

Value Creation in Education

Teaching Value Creation

Transforming companies through Value Creation not Value Destruction: The Balancing Act

Value Creation by Employees

Value Creation is a Good Idea!

Is employee churn cost you as much as your salary expense

Companies Misunderstand Price

Value Added Stories to Increase Price

Creating Value for Yourself

Corporate Unconsciousness: a Wakeup Call

De-Commoditizing Commodities: Add Value

Building Silos or Breaking Silos? Internal Customers is a Flawed Concept!


Why Value Creation is more Important than Value Extraction?

Differentiation, Next Practices and Superiority

My last article was on Zero Complaints. If you work on zero complaints, you will differentiate yourself in the marketplace. 

But you need to go beyond, and to differentiate your offerings, and be better than your completion on them. You need to be superior to them. And that is why you have to forget about best practices and move to next practices crafted by you that distinguish you in the eyes of the Customer. And to do this you must know what creates Customer Value (and what attributes of your offering are critical to him). This becomes your Value Proposition..............

Zero Customer Complaints

Business as Unusual

The Memory of Your Experience is More Important Than Your Experience

Death of Profit

NO TIME FOR CUSTOMERS? Conduct a Task Audit

“In a recent Aberdeen report 60% of companies reported that they weren’t able to increase customer satisfaction in 2012.........

Response to Pricing Seminar, Mumbai

5% more in Price at Retail for Good Customer Experience

Even in today’s uncertain economy, some companies are winning big and they are winning big because of three strategies:
  • They manage for value
  • They keep developing human capital
  • They get radically Customer-centric.

Here I can take many real examples............................

The Last Mile of Pricing is NOT Selling but Buying

Purchasing managers have to look at customer value and full-life value in making purchasing decisions.  Stephen Bauld in procurement perspectives, enunciates it.............

I have always been an advocate of a Chief Customer Officer, even thought the C-suite is overcrowded. And many companies are adding one to help companies become .................

I gave a speech and workshop to the Etisalat Group companies in Dubai, and...........

Here’s another contrarian article. It is about: Encouraging your people to take the long view Toby Gibbs,..........

For a long time, I have been advocating that the starting point of a good business strategy is a customer strategy. The .....

Here is an article:‘Maximizing shareholder value’ is ill-conceived concept’.............

The Number 1 Source To Collect Valuable Information About Your Business Is From Your Employees.......