The customer value chain CVC is a bit similar or analogous to Michael Porter's Value Chain (The series of activities such as operations, logistics, and marketing that companies execute in order to create value for themselves). However it reflects the customers' vantage point
, rather than the company's. Therefore it can be defined as all activities (evaluating, choosing, purchasing, and consuming) that customers perform while purchasing and using and even disposing of a product or service.
This may seem pretty straightforward. However things get more interesting when we start to talk about "decoupling".
DECOUPLING THE CUSTOMER VALUE CHAIN
Decoupling is breaking the links of the customer value chain CVC, often by a digital disruptor who performs just one or a few of these activities for the customer. Decoupling is a big thing. It is this decoupling of a consumer's value chain that has provided some firms utilizing new technology and business models the insights to disrupt inc (...) Read more? Sign up for free