Firstly, value is what the customer perceives and not what they are told it is. Many times I have heard someone say they will “add value to the relationship” without actually bothering to find out if the intended recipient of this added value actually feels that A – it is value and B- it is being added to an already valuable relationship. It’s just staggering!
Secondly, is it worthwhile for you (ergo your company) to invest in the value that is delivered? Assuming that the customer (them again!) would feel that value, by their definition, is being enhanced then before you blindly rush off to please them do invest some time to see if the money you’ll invest, even if it is an opportunity cost of doing C instead of D, is making a worthwhile return. All too often account managers/salespeople just rush into doing more to increase customer sat without taking a business view on whether it will have any ROI attached to it.
You want one of these!
When you have answered the above questions then go for it. Your customer will view you as the proverbial Trusted Advisor when they see you taking the time to understand their Business Drivers and consequent needs to formulate a way of adding value to the relationship between the two companies.
Go forth and plumb deep into your customers business and work with them to understand their marketplace, use your undoubted cleverness to formulate a way of making your offerings help them achieve their goals. Never forget; it’s not about you and your products but them and their pains.