The goal of customer value management is straightforward: every decision should choose the option that contributes most to long-term customer value. The obvious challenge is measuring the value of each option. Less obvious but equally important is the challenge of identifying the decisions themselves.

Identifying decisions is difficult because companies interact with customers in many ways. Most interactions are standard operational processes that do not require customer-specific decisions. Decision points could be added if there was a reason to do so, hence the need to identify the points at which decisions are or could be made.

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