Creating value that can't be copied : the use of conjoint analysie to assess customer value in new service creation

One of the greatest challenges for the industrial marketing manager is to incorporate the ‘voice of the customer’ into the design of new products and services. In this paper we suggest a three-step approach to fine tune the product and service offerings of the company. We illustrate how to use a conjoint analysis to bridge the information gap between the company and its customers, by confronting the value the company intends to offer with the value desired by its customers. The illustration is based on a case study in business-to-business marketing, conducted at a technology-based multinational company in office equipment. Different service offerings were presented to customers and prospects as in a real-life purchasing situation. Based on the results, different types of newly designed services that increase the value for the customer could be developed. Keywords: customer value, business-to-business marketing, conjoint analysis