A customer value model (CVM) is a data-driven representation of the value, in which the company is doing business.   [ self-published source? ] Customer value models are used primarily in B2B markets where the choice of a given product, service, or offering is primarily based on customer value. Customer value is defined as Value = Benefits – Price. Thus, customer benefits are quantified in a CVM – product features and capabilities are translated into dollars. Customer value models are different from customer lifetime value models, which seek to quantify the value of a customer to its suppliers.
Firms using customer value models
Many firms-have-been Reported to use customer value models,  Including General Electric , Alcoa , WW Grainger , Qualcomm , Sonoco , BT Industries Group, Rockwell Automation , and Akzo Nobel ..
Uses of customer value models
- New product and service development and refinement: The relationship and the customer is one of the most important features of the market. This on-site interaction can be used to define and define features and functionality. Often a key is to focus on product or service capabilities rather than on features. Successful CVM endeavors to change the basis of the customer-supplier product conversation from features and functions and toward problems, benefits, and value.  
- Sales tools: CVMs can serve as a quantified statement of value and benefits for a customer that is used by the salesperson as a salesperson to a new account and grow current customer. CVMs also can help the firms to determine the more rational promotion cost. 
Customer value model methods
There are several methods and approaches used to create customer value models. All of these approaches appear to depend on a large number of customer interactions and on-site interviews and observations of customers. The CVMs are of varying complexity. P & Ls (profit and loss statements) to establish a clear connection between the product benefits and the bottom-line customer. 
- Jump up^ Anderson, James C; and Narus, James A, (1998), “Business Marketing: Understanding What Customers Value,” Harvard Business Review, March, p 53-65
- ^ Jump up to:a b c d Dupuie, Jeff: Using Customer Value Models to Improve B2B New Product Development Archived 2015-11-23 at the Wayback Machine , Oakstone Partners.
- Jump up^ Anderson, James C; Narus, James A; and van Rossum, Wouter, (2006), “Customer Value Proposition in Business Markets,” Harvard Business Review , March, p 91-99
- Jump up^ Lindstedt, Per and Berenius, Jan, (2003), “The Value Model: How to Master Product Development and Create Unrivaled Customer Value”, Nimba Publishers