This document is dealing with strategic planning from a specific perspective; how we can better understand the real needs of our existing and potential clients and how we can change our business model in order to enhance customer service.

Many entities define their strategy from the inside out; analyzing services, products, organization and processes with the intent to improve them, but without asking if it is what the customer really needs.

For example, people don't go to a bank because they want a mortgage loan; they want a new home. A bank can improve the mortgage processes, find out new product variances or start thinking about how they can better support their clients to provide them the optimal value within their business boundaries. This view enables out-of-the-box thinking and can lead to alternate services (like what PayPal did for traditional money transfers).

This presentation introduces the key stages of customer value management with a set of industry standard and less known tools and techniques that enable you
- to provide more value for our customers by collecting and understanding their needs,
- to define the disciplines for how we want to reflect them,
- to set clear guidance for strategy execution by clearly mapping development actions and strategic objectives,
- and to do it on a profitable way.

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