About Customer Value, Inc.

Customer Value, Inc. (CVI), founded in 1991 by Dr. Bradley Gale is a consulting, training, and software-leasing firm that helps business teams working in product management, new-product development, and product marketing to develop successful product strategies. CVI helps clients to align their people and product lines with customer needs and to outperform competing offers on the key buying criteria that customers use when choosing a product. By differentiating their products and setting prices based on a product’s premium performance and value versus more basic products, clients earn price premiums and market-share gains.

Customer Value Inc.’s products and services include:

  • Value-Strategy Consulting -- to help your businesses stem market-share losses, earn market-share gains, and capture price premiums. CVI also helps companies adopt value measurement systems to enrich their current NPD process and establish benchmarks for value-based pricing.
  • Executive Briefings & Training Workshops -- on customer value management, analysis, and measurement to help your business teams improve their product line’s performance, competitiveness, growth, and profits
  • Value-Strategy Toolkit™(VST) leases -- software for comparing and improving your products’ performance versus alternative offers and shifting from cost-plus pricing to pricing based on the superior performance and value of your products versus basic or average products. Using the VST also provides individual team members with the techniques and tools to move toward excellence in their product management, development, and marketing disciplines.
  • Market Research for Customer Value Mapping -- In-depth interviews and customer focus groups to understand customer needs and perceptions about your product’s performance versus alternatives. Online surveys specifically designed to measure customer perceptions about the performance of your products versus competing products. Mystery shopping conducted by industry specialists to gather information abut market prices.