The CVA Process

CVA is accomplished through a four-level research approach. Customer perceptions are influenced by a number of factors and conditions that form a customer’s unique interpretation of your performance and the research program needs to accurately report these factors relative to your competition.

Level 4

The Customer and Competitor Surveys are the same survey instrument with different screeners and they deliver different results, i.e. 1) your customer’s perception of your value proposition and 2) your competitor’s customers perception of your competitors value proposition. Using this data we  develop regression analysis models and plot the results on a relative value map.

Level 3

Transaction surveys are an effective tool used to gauge a customer’s experience with any process or service. Its intended purpose is to better understand the customer’s interactions with any given process and/or service in an effort to adjust your performance to more closely match their needs.

Level 2

Customers have needs and share these needs and requirements. Active listening, coupled with qualitative analysis, will reveal how these needs can be translated into process metrics.

Level 1

Process metrics is what a CVA program is all about. Processes deliver the products, services, installations, billing, etc. and are the engine of any successful business. Understanding the customer/competitor survey process, the challenge is to convert the ‘voice-of-the-customer’ into the ‘language-of-process’ and focus business process improvements based on the feedback data.