Harvard Business Review executive summary: Measuring what consumers value

For marketers, understanding how a consumer feels about the price of a product or service may be fairly straightforward. But understanding what consumers truly value about a product or service is a more complex question.

Enhancing the customer experience is the key to a winning business strategy. Because if you aren’t sure what consumers value, then you may not be able to fully satisfy them.

When you align your product or service with what people care about, you rise above commodity status. This summary report of a Harvard Business Review webinar featuring Eric Almquist of Bain & Company offers insights on how to create a more compelling customer experience.

You’ll learn 30 elements of value people consider when evaluating products or services. Eric found that these elements meet four core needs: functional, emotional, life-changing, or socially impactful. By combining elements in the right way, you can create new value for customers, increase customer loyalty, and drive revenue growth.