Driving profitable revenue means being selective about who gets what and why. It also means clearly understanding what we get in return. Looking at how these two things interact – what we offer and what we get in return, we can develop variations on our Customer Proposition to ensure we “give” high value elements of the offer only when we ‘get’ high value in return.
The Customer Proposition output captures everything we offer to a particular customer. It also summarises our financial goals, the supporting insights and the overarching commercial challenge.