The DVP dataset is a unique combination of perspectives on customer voice, customer priorities, customer economics… all packaged to provide a view of your Differential Value Proposition.
At the Core of the DVP System is a rich Dataset that is Customer-informed, rigorous and economic that drives investment decision-making.
The Dataset
The dataset is gathered through interviews with your customers and can be summarized on one document!
- Customer Voice: On the left, is a list of the top things that make your company different -- Current Differentiators -- and items to consider investing in -- Opportunities. Each of these statements is summarized by detailed customer stories and quotes.
- Customer Priorities: The bars represent the relative customer priorities. They are made up of the things your company invests to make customers more money than their next best alternative…we call them Attributes. The bars add up to 100 points, forcing prioritization between a set of Attributes. The more points, the more beneficial to the customer. The Attributes are directly tied to the customer voice on the left so that we can describe why one Attribute is larger than the other.
- Customer Economics: The percentage at the top of each bar is called the DVP%. It is defined as, “how much money
your customer makes by doing business with you relative to their best alternative divided by how much business (revenue)
you do with the customer.” You can think about this as the return on relationship…you know we have been doing business
together for years, what is the return? As an example, if this is a $10 million customer then a 4% DVP% means this
customer is making $400,000 of operating margin ($400k/$10 million = 4%) because they are doing business with you
instead of their next best alternative.
The DVP% is directly tied to the Attributes in the bars, meaning that an Attribute that is 50% of a bar that is worth $400,000 implies that the specific Attribute is worth $200,000. - Perspective There are four bars in the DVP Summary…each representing a different perspective. Internal is what an organization thinks whereas Current, Opportunity, and Goal are what the customer thinks about today, the opportunity to grow together and what the future may look like.