Marc Wouters

2014

This paper describes the application of a customer value audit by a start-up company. Advantages and difficulties of this application are investigated through action research in the start-up company. Since the target market is tax advising, the customer value is estimated for shifting the booking process of accounting for receipts to the client’s side. In the course of this, I worked out some useful extensions of the process and omit steps that were less relevant for this Start-Up. I furthermore discovered technical hurdles for generating customer perceived value when shifting the booking process. Finally I detected a beneficial use of a customer value audit for start-ups with further research possibilities for start-ups in different developmental stages.