Do You Want More Business Success? Here Are 6 Steps for Sparking Customer Value

Recently I typed “Business Success Books” into a Google search and got 1.6 million results.

Is business success really that complicated?

In one of those 1.6 million books (my latest one titled Stronger Through Adversity), I reduce business and customer experience excellence down to six components of value creation and exchange. Here’s my take:

1. Explore value: Before you can deliver value to a customer, you need to understand what they want, need, and desire.

2. Create value:  Once you’ve identified a consumer need, craft a solution (or create a product) that addresses that need and makes your customers’ lives easier or better.

3. Market value: Now that you have your solution, communicate the benefits of your offering to relevant consumer groups.

4. Sell value:  As customers become interested in your solution (based on your marketing), help them find sufficient value in your products or services so they will provide something of value to you in return (namely, make a purchase).

5. Deliver value: Now it’s time to ensure your consumers receive the value you promised.

6. Prosper through value efficiency: By focusing on efficient and effective value delivery, you can sustain and innovate more solutions for them.

I will concede that these six dimensions are extremely challenging (thus the volume of books on the subject). However, I am convinced that business success requires an obsession with customer value (e.g., through experiences in customer listening, marketing, sales, and service).

In essence, everyone in an organization must create value for customers OR create value for a colleague that does!

To learn more about our team, please visit To speak to me about creating customer value in all experiences you deliver, please go to

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Joseph A. Michelli, Ph.D. is a professional speaker and chief experience officer at The Michelli Experience. A New York Times #1 bestselling author, Dr. Michelli and his team consult with some of the world’s best customer experience companies.

Follow on Twitter: @josephmichelli

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