We can define it as the offer of the product or service that we make to our clients, it is the promise that they expect to receive.
Having the right value proposition can be the difference that drives a person to choose one company over another.
It can be used in planning for the launch of a new product or service or in the modification of existing ones. In addition, this tool must be constantly reviewed since the behavior of our Buyer Persona changes over time.
It is important to understand that we all have needs that must be met, anxieties that we wish to reduce, and expectations that can be exceeded. For this reason, knowing how to design a value proposition that meets these objectives and creates a positive experience for customers can be the key to a successful business.
Value Proposition Canvas
To easily understand how to make it, there is a canvas that allows you to graphically present the two components that make it up.
This component describes a market segment in a specific and structured way, detailing the work that the client expects our product to do for him, what his pains are and the benefits he expects to receive.
It describes the characteristics of a value proposition in detail, specifying the products and services we offer, as well as describing how they alleviate the pain or frustration of our Buyer Persona and how we create benefits for them.
Does your business or company know what a consumer is really looking for? The answers can be very broad, but a main motivation must be sought in order to channel that motivation with an objective when making a proposal.
The value must go hand in hand with a cause and effect, when executing a purchase or receiving a service, one acquires something desired, but in turn that action has a positive impact on a third party that the consumer benefits from helping.
An emotional value is a factor that makes the consumer, when purchasing a product or service, feel that action contributes to him or her being a better version of themselves, the benefit projects positive satisfaction in them.
A functional value is an attribute that the product or service has, therefore this quality is something that should be highlighted so that the consumer contemplates it and takes it into account when executing their purchase.
There are many benefits that can be generated by applying this tool in your organization, from discovering who your client really is to finding new business opportunities.
It makes it possible to speak the same language within the company, since everyone will understand what value is being created for the customer.
Risk is minimized
Risk is minimized, since hypotheses that arise during the design of the value proposition are formulated and tested.
It helps to develop better marketing and sales strategies, since during its preparation ideas arise on how to generate content to reach customers.
Define your Buyer Persona to identify your target market.
Use the Customer Journey to understand the needs, frustrations and expectations of your client and thus design a unique solution.
Use a visual tool to easily summarize and analyze the results of your efforts.
Start with Customer Experience Design as a methodology to improve your processes, business models and value proposition. Once the CX process is defined, automate the process through a Customer Experience Architecture.