CUSTOMER VALUE MANAGEMENT Marcos de Camargo

Abstract

This study aims to present Customer Value Management as an important aspect to be considered when establishing a business strategy based on customer/consumer perception for the analysis and planning of its products and services. Strategy is understood as creating a preferential or exclusive position in the market, through the power of reaction and adaptation on the part of managers in the face of day-to-day challenges, as well as special skills capable of making the company stay ahead of its competitors. Customer Perceived Value is nothing more than the reason that leads a customer to acquire a certain product or service that goes beyond the sale price, also involving the added value, directly impacting their satisfaction and making them feel the need to acquire it. The research method used was the Literature Review, which allowed us to verify the importance of adopting an effective customer value management strategy, which allows market segmentation, identification of what target customers value most, discovering a high-precision focus and making it an organizational obsession.