Value created must be communicated to the customer. Various advertising approaches are used to communicate value to the customer. The most common form of communication is through advertisement. Value communication has to take place at every point of contact with the customer so that the customer is continually aware of the value that is promised. The value communication aligns customer expectations with customer delivery and therefore must also include receiving feedback from customers in terms of whether customers received the value they expected from the business.
A transformation programme must ensure that the programme will lead to increased value for a particular target market and that, that target market is well informed about the new value that is offered. A business can for example loose income if they improve a product, rightly increase the price of the product but fail to communicate the improvement to customers because the customers saw only a price increase and not the associated value increase. Sometimes fear prevents management from communicating an increase in value delivered to the customer so that expectations do not get over inflated. Even though there might be an improvement in the value delivered to the customer, the customers expectation might be so high that they still experience a sense of disappointment in the final delivery.
A transformation programme must manage communication to customers to ensure that customer’s value expectation is realistic and achievable.