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.
Revenue recognition seems to be a dull and technical topic, only of interest to accountants and CFOs. This is a dangerous way to think. Revenue recognition principles can shape the design of your services and constrains how you price.
The Vancouver Value Innovation and Pricing Meetup will have its first meeting on Thursday January 17, from 6:00 PM, at VentureLabs. The theme is Value and Pricing Along the Customer Journey. Please join us for a vigorous discussion.
Your customer touches you many times across the company journey. Are you creating value at each touch? Are you communicating your differentiated value? Pricing power comes from differentiated value, but this only matters if you communicate that value.
How does pricing fit into the customer journey? Customer journey mapping has become a critical tool in the service design toolkit. Understanding how to introduce pricing and how to communicate about pricing over the customer journey is an important part of pricing work.
Bringing a new offer to market is one of the most difficult things a business does. There are a lot of moving parts and it is difficult to keep all of them aligned. Pricing is something that often gets left to the end of the process.