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CornerStone Cubed’s value proposition reflects the need to build successful, therefore, valuable customers:
C3 eliminates the price trap as the basis of competition by enhancing and differentiating added value solutions with a hard to duplicate set of benefits targeted at the challenges customers face.
Developing valuable, successful customers is the best thing you can do to make your company successful - customers that, among other things, perpetually buy (often, a lot, exclusively, or all of the above), become advocates, and are trusted mutual business advisors. And, because your customers have become - decided to become - valuable to you, they believe your relationship is valuable to them.
Attracting potentially valuable customers requires your company to, first, focus on making sure they are not only successful doing business with you, but successful because of doing business with you. Keep in mind, only totally successful customers can be valuable.
Achieving this goal means building - or providing existing - benefits and activities that can be used as differentiating advantages - above and beyond products. But it’s important they have origins based on insight to what success means to your customer and the positive impact your business can have on that success.
Now, a value proposition isn’t a value proposition unless it can be broken down into the benefits and activities that make it work. C Cubed’s programs are not unique because of one outstanding benefit or activity alone, but because the following five major components work in concert to enable the proposition to deliver on its promise:
Value expertise. Years of experience in management, quality, customer focus and advocacy, managing technical projects and research have all gone into developing the methods, training and tools for doing what C3 does best - create customer powered benefits and activities that sets your company apart in your market.
Customized Programs. Because each client’s expertise, needs, customer base and target markets are different, so are the programs used to find new and appropriate value. C Cubed works with you to put together the right combination of workshops and training, in a customized program, to get the right results.
Mapping Challenges to Positive Change. C Cubed programs start with gaining insight (information and data, all necessary to develop knowledge), the beginning of the “Identify Challenges, Create Positive Change” process that follows these basic steps, each one creating value for the next, each one creating value for your business:
- Develop new knowledge and insight.
- Identify challenges and opportunities.
- Form ideas for market advantages.
- Create positive change initiatives.
- Plan for implementing differentiated value.
Conversational Insight. The goal of C Cubed’s programs is discovering challenges and creating the positive change that results in market differentiation! And the way discoveries are made is by posing questions - it’s the right questions that creates effective listening - that open up discussions - conversations - between participates (see Alignment component next) that produces the valuable insight necessary to unlock valuable opportunities.
It’s this uniquely structured process of non-product conversations that unlocks...
- What’s known and unknown, agreements and disagreements, consistencies and inconsistencies, what’s relevant and irrelevant,
- The best ideas,
- Solutions, and
- Challenges to making solutions work.
The power and value of C Cubed’s programs lie in its Cube Framework of exploratory open-ended, questions - independently asked - that start the right conversations that results in a visual representation of uncovered insights and opportunities.
Create Alignment. As part of the customization process, C Cubed works with your company’s program sponsors to include the right people - customers, management, employees, partners, and suppliers - from across the enterprise to participate, which produces an important effect - it helps align...
- Company and customer information,
- Knowledge, and, just as important,
- Perceptions
...across the business. This alignment increases the likelihood that the opportunities, ideas, creative solutions and implementation plans will be the right ones for meeting the goal of creating valuable customers.
Just as important, alignment is a requirement for any change initiative to be successful! In addition to identifying what must be changed, C Cubed programs help highlight the relationships between new and improved benefits and activities.
While C Cubed programs will generate many benefit and activity improvement ideas, implementing one of them will pay for the time and people investment made. But experience shows C Cubed clients don’t implement just one. And using C Cubed’s idea and implementation plan excel guidebooks allows you and your company to effectively define which idea or initiative to work on and when.
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