Kundennutzenanalyse

Kundennutzenanalyse, also known as customer value analysis, is a systematic process used by businesses to understand and quantify the benefits that customers derive from their products or services. This analysis aims to identify what aspects of an offering are most important to customers and how well the company is meeting those needs. It typically involves gathering feedback from customers through surveys, interviews, focus groups, or by analyzing purchasing data and online behavior.

The core objective is to determine the "value proposition" from the customer's perspective. This involves understanding not just functional benefits but also emotional and social aspects. For example, a product might offer durability (functional benefit), peace of mind (emotional benefit), or status (social benefit). By identifying these drivers of customer satisfaction and loyalty, companies can make informed decisions about product development, marketing strategies, pricing, and customer service.

A key outcome of Kundennutzenanalyse is the ability to prioritize improvements. If an analysis reveals that a particular feature or service aspect is highly valued by customers but poorly delivered, the company knows where to focus its resources. Conversely, if certain aspects are highly valued and well-delivered, these can be leveraged in marketing. Ultimately, a thorough Kundennutzenanalyse helps businesses align their offerings with customer expectations, leading to increased customer satisfaction, retention, and competitive advantage.