26. August 2021

What makes the customer tick and how do I use the knowledge for benefit-based pricing?

For more than 12 months, our cross-industry innovation projects, consisting of well-known companies such as Agco, DB Systel, Drägerwerk, Fresenius Medical Care, Heidelberger Druckmaschinen, Hilti, Kion, Krone, Miele, P3, PSA, Schäffler and others, have been addressing the questions relevant to these partners on the topics of pricing digital products and customer insights. On the basis of benchmarking analyses, interviews and joint working meetings, we have identified best practices, derived core principles and created action guidelines that give the consortium partners the decisive knowledge edge in the development and monetization of customer-oriented digital service offerings. The cross-industry cooperation of heterogeneous companies is particularly profitable in this approach. The issues we have investigated in our innovation projects also concern numerous other companies beyond our consortium partners. Accordingly, we will share our knowledge with interested company representatives at this year’s Sales Summit on September 21, 2021.
In order to be able to present the topics accordingly and to enter into conversation with you, we have chosen the form of the physical conference, because we also take the wishes of our members and customers seriously. Thus, a survey in June 2021 revealed that people would like to have a physical exchange on this topic. A wish that we are happy to fulfill!

Learn more at our Sales Summit:

  • What are Customer Insights? Generate a comprehensive understanding of your customers, i.e. their wishes, needs, as well as the use of the services offered (physical products and digital services).
  • What is the overarching purpose of customer insights? On the one hand, it is about making the customer satisfied, happy and successful (Customer Success Management). On the other hand -the focus is on optimizing the services offered and becoming more customer-centric.
  • Which aspects are relevant for successful Customer Insights Management in a company? There are five important phases, starting with strategy and organizational anchoring in the company, through data collection and analysis, to feeding back insights gained into business processes.

Finally, we will present selected core principles that successful companies are currently applying and prove them with best practices. We are especially looking forward to the presentation of Jochen Katz (Director Marketing Campaigns & Channels), who will go into detail about the best practices in his daily work at Salesforce AG.

The 2nd part of the event is dedicated to the topic of benefit-based pricing of digital products. In practice, many companies give away great potentials in the monetization of value creation potentials through digital services due to pricing models that are not oriented towards the customer’s benefit. The reason for this is that companies lack the crucial knowledge of how the benefits for the customer can be recorded, how pricing models can be adapted to these benefits, and how the individual price can be determined based on the customer’s data. To close these knowledge gaps, we have developed a procedure for pricing digital products, which we will share with you at the Sales Summit and underpin it with practical solutions and approaches. Not least through the presentation of Nicolas Ebracht (Pricing Manager, Strategic Pricing) at Viega, who will give us deep insights into the Viega Tool Services (VTS) and thus present a proven best practice.

Learn, in just one day, how to quantify customer value, design a benefit-oriented pricing model for digital products and successfully convince your customer of this price. Don’t miss our Sales Summit, the 2021 event (Early Bird until 31.08.2021), which sets every participant up optimally for the sale of digital products and provides helpful recommendations for action to optimize your sales success as quickly as possible.

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