Re-evaluating customer value propositions: Matching messages with personas

Project dates: 01/02/2020 - Ongoing

The primary aim of this project is to re-evaluate the needs and expectations of the Department of Transport and Main Roads’ (TMR) customers and design an updated customer value proposition (CVP) that reflects this.

Why is this important?

Customer value propositions and the process of co-creating value has been highlighted in previous research as highly important to effectively communicate value to various stakeholder groups – especially in the context of service design and distribution (Vargo and Lusch, 2008; Frow & Payne, 2011). TMR have recognised this in their approach and subsequently spent considerable time establishing a customer value proposition (CVP) framework in 2014. However, as time has passed and attitudes have changed, it is now important for TMR’s CVP to be re-evaluated and updated to align with current customer and staff needs and expectations, and with current best practice in customer value. The re-evaluation of the CVP will assist TMR is supporting the Advancing Queensland priority of Responsive Government and guide the provision of an aligned customer and staff experience.

What we aim to do

The research approach that will be undertaken for this project follows the service design framework, which is a well-validated and successful behaviour change approach that is used to develop new solutions to old problems and provide holistic and multifaceted answers to research questions. The project will be divided into three key phases: scoping, desktop review and primary research, and co-design of the updated CVP.

Phase 1 – Scoping:

Initially, the issue and context will be scoped, to fully identify the problem and interest areas to be investigated in later phases.

Phase 2 – Desktop Review and Primary Research:

A desktop review will then be conducted to identify current knowledge of CVPs and performance measures of CVPs, as well as draw together relevant best practice examples to inform the design of the primary research instruments. Following this, an anonymous online survey of customers and interviews with TMR key informants will be conducted. The surveys will be analysed using multivariate behavioural economics -driven techniques and multidimensional scaling modellings, and the interviews will be analysed using thematic analysis techniques.

Phase 3 – Co-Design of the Updated CVP:

Two separate co-design workshops – one with customers and one with TMR staff – will then be conducted. The primary aims of the first workshops will be to identify the key elements of the desktop review findings and customer survey findings that resonate with customers and update the current CVP to align with customer needs and expectations post COVID-19. The aims of the second workshop will be to generate performance measures and a performance and measurement framework of CVP that reflects staff business needs, and create an implementation and engagement roadmap for TMR. Upon completion of the workshops, a small online survey with TMR customers will be conducted to confirm and re-enforce the findings.


For more information about this project, please contact:

Funding / Grants

  • Funded by the Department of Transport and Main Roads (2020 - 2021)

Chief Investigators