Shaping the Future of Customer Value Management: Share Your Insights

Edward Wong is the Manager of Research and Community at Ibbaka.

See his LinkedIn profile.

Customer Value Management (CVM) has never been more critical, or more complex. As generative AI reshapes how businesses create, communicate, and capture value, organizations face a pivotal question: How do we align pricing, product, and customer success strategies to deliver measurable value in an AI-driven economy?

Please take the 2025 survey on Customer Value Management

At Ibbaka, we’re pioneering research to answer this question through our 2025 Customer Value Management Survey. This initiative builds on our work in value-based pricing, AI-driven value models, and generative pricing strategies. By participating, you’ll join a community of forward-thinking professionals shaping the future of CVM.

Why Your Voice Matters

The rise of AI agents and outcome-based pricing models is transforming value management from a static process into a dynamic, data-driven discipline. Yet critical gaps remain:

• How are teams quantifying non-economic value (e.g., trust, ease of use) alongside economic value?

• Where does accountability for value management sit in a modern organization?

• What role are AI agents playing in value model generation, pricing optimization, and customer retention?

Your insights will help establish benchmarks for:

• Value maturity: From ad-hoc initiatives to AI-optimized workflows

• Tool adoption: Spreadsheets vs. dedicated platforms

• AI integration: How agents are automating value documentation and pricing

What We’re Investigating

The survey explores five pillars of modern CVM:

1. Definition & Scope

• Is value management seen as a strategic function or tactical tool?

2. Organizational Alignment

• Does ownership sit with Product, Sales, Customer Success, or a dedicated Value Office?

3. The Metrics That Matter

• How are teams tracking success? (NRR, CLV, price-to-value ratios, etc.)

4. AI’s Transformative Role

• Are AI agents being used for competitive benchmarking, sentiment analysis, or real-time pricing?

5. Validation Practices

• Do organizations rely on customer interviews, usage data, or third-party assessments?

What’s Next?

All participants will receive the full report, including:

• Key insights on what is happening

• Emerging trends that will shape the future

• Best practices that you can adopt

• Benchmarks to compare your business with the norm

The report will include AI prompts, assessment rubrics, and other tools to use to take customer value management to the next level.