Customer experience (CX) and pricing are core business disciplines but a gap yawns between them. In a services driven economy it is important to bridge this gap and put pricing and value in the context of the customer experience.
Pricing is often seen as a branch of the dismal science, a coldly analytical attempt to extract the maximum price from buyers. Good pricing practice is completely different from this stereotype. It factors in empathy and emotion and is deeply concerned about the value delivered to the customer (V2C).