Gartner Research

Tech Go-to-Market: Building Your IT Service Value Story, Part 3 — Understanding Customer Value Drivers

Published: 11 March 2014

ID: G00262630

Analyst(s): Rob Addy


Perceptions of IT service value vary. Stated requirements do not always represent actual needs or wants. Providers must ensure they know what their customers truly value if their service is to be seen as valuable. Here, we show how to determine what constitutes value in the minds of your customers.

Table Of Contents
  • Key Challenges


  • Contextualizing This Research Within the Value Articulation Process


  • Understanding Customer Value Drivers
    • Get Personal — People, Not Faceless Organizations, Make Purchases
    • Get Personalized — Accept That There Is No "One-Size-Fits-All" Scenario
  • Best Practices for Understanding Customer Value Drivers
    • Determine What Constitutes "Value" in the Eyes of Your Target Constituencies

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