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62 Managing Customers Through Economic Cycles

70% High-Order High-Order What I Get
30% Low-Order

Low-OrderLow-Order What I Pay: Low-order

Figure 3.10

30% Low-Order What I Get
70% High-Order

High-Order Your Org.
High-Order
Low-OrdeLrow-Order What I Pay: Low-order

Low-Order What I Get
Competitor

Low-Order

What I Pay: Low-order

Figure 3.11

In order to redistribute the importance that the consumer
assigns to the high and low-order attributes, we must dis-
aggregate the “What I Get” into the business processes that
deliver the customer needs, both higher-order and low-
order. Then each is weighted as to its importance to the
consumer.

Each assigned importance is relative to a main business
process and to a product dimension. In Figure 3.12, the
business processes that deliver the “What I Get” are typically