Customer Value Management Seminar Series:
Transform Your Business & Increase Profits

Best Practices Seminars in Optimizing the Source of Value Creation

Total Customer Value Management Seminar

Monday, September 19   ♦   San Francisco    Register

Customer Value Creation Seminar

Tuesday, September 20   ♦   Belmont    Register

Customer Value Measurement Seminar

Thursday, September 22   ♦   San Jose    Register

Customer Value CXO Breakfast

Friday, September 23   ♦   San Jose    Register

Pricing & Customer Value Seminar

Friday, September 23   ♦   San Jose    Register
Lifetime Value

Total Customer Value Management Seminar

Monday, Sept 19   ♦   9 a.m. — 3 p.m., GGU, 536 Mission St., San Francisco Register
Shareholder value is fueled by customer value. Both aspects of the equation must be mastered for superior business results. Untapped value for all parties is common due to the absence of clarity on customer perceptions of value, as well as the interdependencies of entities in the value creation and delivery chain. In this seminar you will learn how to:
  • Identify customers' subconscious value quotients: the automatic cost-benefit analyses and built-in metrics customers use for valuation and decision-making.
  • Balance the inherent relationships between brand equity and customer equity, economic value-added and customer value-added, employee capital and customer capital, asset measurement and customer franchise, strategy and customer experience optimization.
  • Maximize value by simultaneously reinforcing the objectives of all stakeholders in your business model.
  • Increase price and profit realization.
  • Grow your own value to your company and stakeholders.

Customer Value

Customer Value Creation Seminar

Tuesday, Sept 20    ♦   9 a.m. — 3 p.m. UCBX, 1301 Shoreway Rd, Belmont Register
Value creation is perhaps the single most important aspect of any executive's job. By seeing value the way customers see it leaders gain the context for collaborative value generation that offers sustainable differentiation and is rewarded by the market place. In this seminar you will learn how to:
  • View the CEO as Chief Value Creator, supported by Chief Employee Value Creator & Chief Customer Value Creator.
  • Engage employees and organizations enterprise-wide in customer experience innovation.
  • Co-create and co-control value with customers.
  • Integrate customer-focus and value creation into everyday activities for every department company-wide.
  • Establish transparency and accountability that empowers employees and builds momentum in value creation.
  • Build brand equity (performance value) of employees.

Value Metrics

Customer Value Measurement Seminar

Thursday, Sept 22 ♦ 9 a.m. — 3 p.m. U Phoenix, 3590 N 1st St, San Jose Register
As the saying goes, "If you can't measure it, you can't manage it". Value of customers, from the company's perspective is essential knowledge for wise decision-making. Likewise, value of the company, from the customer's perspective, is equally necessary for wise allocation of limited energy, time, and budget resources. In this seminar you will learn how to:
  • Identify both financial and non-monetary customer-perceived value relative to your competitors.
  • Calculate customer lifetime value (CLV), customer equity and return-on-customer (RoC).
  • Integrate voice-of-the-customer (VoC; e.g. customer satisfaction, net promoter score (NPS), word-of-mouth (WoM)) with Customer Value-Added (CVA) scores.
  • Link customer value scores to market share and financial business results for predictive capability.


Customer Value CXO Breakfast

Friday, Sept 23 ♦ 7 a.m. — 9:30 a.m. U Phoenix, 3590 N 1st St, San Jose Register
Should Customer-Value-Added (CVA) be included in your financial statements? What are the customer-focus and value creation roles of your CFO, Head of HR, and other top execs? How can you recognize gaps in customer-centricity that invite competitive footholds? This roundtable discussion facilitates exploration of these topics, after a level-setting introduction. Embrace this opportunity to transform your thinking and gain valuable insights from fellow CXOs.


Pricing & Customer Value Seminar

Friday, Sept 23 ♦ 10 a.m. — 3:30 p.m. U Phoenix, 3590 N 1st St, San Jose Register
Pricing decisions have exponential impacts on profits, yet seat-of-the-pants methods (e.g. historical, competitive, markup) tend to dominate actual practices. Superior perceived value enables value selling, value negotiations, and sustainable high-profit streams. In this seminar you will learn how to:
  • Understand what customers value.
  • Use value maps to determine pricing models.
  • Integrate non-monetary factors in value assessment.
  • Replace industry pricing, product/market pricing, and transaction pricing with a customer value pricing strategy.
  • Convert price negotiations into value negotiations.
  • Decommodotize products and garner increased prices.

Reserve Your Seat Now!

Send your company's leadership team to the following seminars for hands-on learning and interaction and job-ready applications of essential Customer Value Management techniques.

Who should attend: CXOs, Vice Presidents, and Directors of Strategy, Operations, Finance, Marketing, HR, OD, IT, Quality, Service, Sales, and Customer Experience.
  • $685 per attendee.
  • For 3 or more attendees from the same company, apply 30% discount code = THREE.
  • If you enroll in 2 or more seminars, apply 20% discount code = VALUE for each seminar.
  • Attendees receive their choice of 5 complimentary books authored by Mahajan and Hunsaker.
  • CXO Breakfast: After 9/13: $125. Early-bird through 9/13: $95.
"These seminars simplify advanced topics, engage participants, and provide ready-to-use tools we can apply right away to increase profit."

Register Now!

New official website:

What is Your Value to Your Customer?

Few companies know the lifetime value of their customers, and more importantly, fewer still know how much customers value their brand, and why. A keen understanding of customers' subconscious value equations and perceptions is essential to zeroing-in on management efforts yielding highest return on investment (ROI).

Customer Value Management (CVM) is a best practice for predicting customer behavior and business results, proven by 3M, AT&T, BP, BT, Chase, Disney, GE, HP, J&J, Kraft, Lucent, Nokia, Philips, Roche, Sonoco, S&P, Tata, TI, Vodafone, Whirlpool, Wisconsin Energies, and many other companies.

Customer Value Management Experts

Recognized experts in Customer Value Management, the seminar facilitators, Gautam Mahajan and Lynn Hunsaker, have implemented CVM as practitioners.

CVM Video
See these video clips:

Gautam MahajanGautam Mahajan, President of Customer Value Foundation and Inter-Link India, has helped many multinationals enter India and Asia. During 17 years at Continental Can USA, he was General Manager of Plastics & Coextruded Products, Director of New Ventures & Business Development, Director of Technology, Marketing, Manufacturing and R&D. Gautam started 10 US plants in 2 years. He was awarded 15 US patents and a Fellowship from Harvard Business School. Gautam is President of the Indo-American Chamber of Commerce; he was Vice President of All India Plastics Manufacturers Association, Chairman of PlastIndia Committee, and Trustee of the Plastics Institute of America. He earned his MBA degree from Suffolk University and his MS degree in Mechanics of Materials from Illinois Institute of Technology, and received its Distinguished Alumni Award. Gautam invented the Customer in Center® concept, and he is author of two books published by Sage: Customer Value Investment: Formula for Sustained Business Success, and Total Customer Value Management: Transforming Business Thinking.

Lynn HunsakerLynn Hunsaker, President of ClearAction and Marketing Operations Partners, has developed and managed customer experience programs since 1989 in executive roles such as Head of Corporate Quality and Director of Marketing and Business Development at Fortune 250 companies. Early roles included Voice of the Customer Manager, Market Research Consultant, Strategic Information Manager, and Customer Satisfaction Improvement Manager. Lynn has taught marketing and advertising courses at UC Berkeley Extension, Mission College and SJSU. Lynn earned psychology and marketing degrees at BYU and an MBA at Vanderbilt University. She is on the Advisory Boards of The Customer Care Network and CustomerThink, and on the Founder's Council of CustomerExperienceOne. Lynn directs the Annual Business-to-Business Customer Experience Management Benchmarking Study and the Journey to Marketing Operations Maturity Benchmarking Study. She has written three handbooks: Metrics You Can Manage For Success, Customer Experience Improvement Momentum, and Innovating Superior Customer Experience.

Enroll now in this exclusive opportunity to transform your business thinking and profitability: Register Now!

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