Business model generation is vital for many companies. A lot has been discussion about value proposition design and customer benefits. One thing that is still quite unrecognized is customer value modelling within the value proposition design process. Coop and Swisscom launched siroop and adapted the business model soon after the launch. Taking the latest numbers into consideration it is obvious that customer value modelling was not applied properly. Building an online retailer in Switzerland is a very tough task with regard to 8 million inhabitants. Especially, if you are a late follower in the market. Manager should better understand the value of the customer and how to improve it. Winning new customers is always on top of mind but improving customer value through up-selling, cross-selling and redemption is very rarely done these days.
