Vision Report

You Can’t Deliver Value To Customers: Embrace Their Value Networks Instead

B2C And B2B Firms Must Help Their Customers Cocreate Value

January 25th, 2023
Maxie Schmidt, VP, Principal Analyst
Maxie Schmidt VP, Principal Analyst
With contributors:
Martin Gill , Joana de Quintanilha , Kathy Contreras , Ross Graber , Shar VanBoskirk , Jana Gül , Julie Ask , Melissa Chaudet , Demi Starks

Summary

Organizations can’t “deliver” value to customers, even if they’re customer obsessed. Let us explain: Value isn’t inherent in a firm’s products, services, or customer-facing processes. Instead, it’s a customer’s perception that’s cocreated in their value network — the array of people and organizations they work with to pursue a goal. Your organization only makes up one part of that, so make sure you identify exactly what your customers’ value networks are and earn a place in them before taking on a bigger role.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.