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What do consumers value most in a given product or service? Companies can discern this by analyzing which of 30 Elements of Value consumers look for in the companies that serve them.
During the COVID-19 pandemic, consumers globally are valuing services, products, people, and institutions that reduce their anxiety, reduce their risks, or provide some sense of safety and belonging. Businesses and governments should consider whether their actions and communications deliver these three types of value. If not, don’t take that action or release a communication, as it will be ignored or, worse, make consumers even more anxious.
The 30 Things Customers Really Value
Breakthroughs may be worth pursuing, but most companies benefit more from incremental innovation efforts that add new forms of consumer value to their present products and services.
Coronavirus
The global Covid-19 pandemic has extracted a terrible human toll and spurred sweeping changes in the world economy. Across industries, executives have begun reassessing their strategies and repositioning their companies to thrive now and in the world beyond coronavirus.
Eric Almquist is a partner with Bain & Company’s Customer Strategy & Marketing and Advanced Analytics practices. He is based in Boston.
Elements of Value® is a registered trademark of Bain & Company Inc.
First published in март 2020