Criação e comunicação de valor para os clientes (parte I)

Voltando ao livro "Innovation in Pricing", dou um salto para o capítulo 14, para um texto de Todd Snelgrove intitulado "Creating and Communicating Customer Value":

"If a supplier creates value, and if that value requires investments, then it must find a way to obtain an equitable return on that investment, or the wheels of innovation will stop.
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The companies that are best in class in value-selling realize a 60 percent higher customer-retention rate, a 17.9 percent difference in year-over-year growth in company gross profits, and larger deal sizes.
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So why is it that so many companies still adopt a market-share or cost-driven strategy rather than value-based pricing? Companies that employ a good value-based pricing strategy are 20 percent more profitable than those with weak execution on value pricing, and are 35 percent better off than those that follow a cost- or share-driven strategy.
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Companies that choose a low-priced, commodity approach to their offerings will always be at the mercy of the next competitor to offer an "'almost as good product at a lower work to capture that value. unit price." For those that do invest and create customer value, it is time to do the work to capture that value."

E a sua empresa...

• investe na originação de valor potencial para os clientes? 
• cria valor potencial para os clientes?
• o que faz para comunicar aos clientes esse potencial?
• captura valor?