Future Customer Value

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Future Customer Value
Marten van der Zee, Student (University), Netherlands

Research about customer value is valuable, but does not generate direct insight into what customers will consider important in the FUTURE.
However, future customer value is more important than knowing the current situation.
To come up with a prognosis of what customers will value in the future, you can do the following:
1. Perform regular customer research
2. Consult other sources about trends in customer wishes such as sellers, researchers, consultants, and other experts.
3. Analyze the tracking data and attempt to link changes in customer values to factors such as economic fluctuations and social-cultural developments.
4. Discuss these findings from the customer analysis, the other sources, and the company's self-analysis in brainstorming sessions to arrive at prognoses collectively.



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