Competition and Customer Value Customer s point of view. To better understand what it takes to satisfy a customer, it s useful to take the customer s point of view. They have choices about how to meet their needs. So, a firm that offers superior customer value is likely to win and keep customers. This is especially important when what different firms have to offer is very similar.
Customer value reflects benefits and costs.
Customer value is the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits.