Key Value Attribute Concept

A conceptual approach to identifying the attributes to customize starts by asking customers to assess the value of each of the unique product configurations that could be created. If a customer were asked to do this they would judge some configurations to be of higher value than others. If another customer rated all configurations, they may give different valuations to the first customer, and if a third customer undertook this exercise they may give yet another pattern of ratings. Figure A illustrates the value assessments of three customers. Here they are shown as smooth plots which is unlikely in a real exercise but helpful for explaining the approach.

• If the δV curve is high across the entire set of product configurations (plot (i) in Figure B) it indicates that customers do not share the same perceptions of the product. In any given set of customers there will be diversity in the configurations that are valued highest. The producer would be best advised not to try and anticipate which configuration a customer is seeking, but to consult the customer about how the product should be configured in regard to all attributes – i.e. all attributes are customizable.
• A uniformly low δV curve (plot (iii) in Figure B) indicates there is little difference in how product configurations are valued by customers. In other words, from one customer to the next there is strong agreement in how the product is perceived and the producer can study the original value plots (illustrated by Figure B) to identify the most attractive product configurations.
• A δV curve with a mix of peaks and troughs is indicating that a producer should consider customizing only the attributes that create the differences.

Figure A	Figure B

Multimedia presentation Key Value Attributes