From IT Cost Center to Value Generator: Transforming your IT Value Proposition

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Digitalization is one of the most prominent and radical system-level transformations currently disrupting the market environment. In response to the same, businesses worldwide have been forced to digitize and technology has become more critical than ever before. VE3 has been helping clients seamlessly through the ever-evolving trends and technological advancements. In doing so, VE3 has taken on a pivotal role in transforming value propositions and empowering businesses to stay ahead of the curve.

Industries across the world continue to evolve at an accelerating pace, and it becomes essential for businesses to adapt their value proposition to meet the changing needs of their clients. As new technologies emerge and customer preferences shift, companies must be agile and proactive to remain competitive.

Value Proposition

Value proposition is the reason you exist. It’s what your company does, and why it does it better than anyone else. It’s a statement that clearly articulates the benefits of your product or service to the customer. It’s not just about what you can do for them; it’s also about how those things will make their lives easier, better, more productive, and profitable.

‘Value’ makes the customers choose you over someone else, or even choose not to buy at all if they don’t see any benefit in doing so. Therefore, having a strong value proposition is essential to attract new customers, retain existing ones, and increase sales.

Why to Change?

As industries evolve, so do the needs of customers. The way that they use technology, as well as their expectations around it, has changed over time. As a result, there arises an urgent need to adapt our value proposition to meet these changing needs in order to stay competitive and relevant in the marketplace. Aspects to follow can be:

  1. Digital Transformation: To stay competitive and foster innovation, you need to transition to digital platforms, adopt cloud computing, and implement advanced technologies, such as artificial intelligence and machine learning. 
  2. Data-Driven Decision-Making: To gain insights into customer behavior, market trends, and competitors; you need to leverage data analytics. The insights gained from the same will enable you to make informed decisions, enhance your value proposition, and stay ahead of the competition.
  3. Streamlined Operations: To increase your efficacy, reduce the recurring costs, and improve the overall efficiency; you need to automate and optimize your traditional processes. This will allow you to focus on your core competencies and deliver greater value to your customers.

When to Change?

  1. You’re not seeing an increase in sales or revenue from new clients (or existing ones). This could signify that your current offerings aren’t meeting their needs anymore or perhaps they don’t even know about them. Either way, it’s time for some changes. 
  2. There are competitors who offer similar services at lower prices than yours; this may indicate that there’s room for improvement on price point alone within your current offering set.

How to Adjust the Value Proposition?

Our goal is to ensure that we are meeting the needs of customers. To align upon the same, you need to identify new opportunities and create a value proposition that addresses those opportunities. You can do this by looking at what customers are asking for and how they’re using your product or service. You should also consider whether there is any overlap between what they need now and what they might need in the future.

For example, you’re selling a product that helps users manage their finances. It may be time for an update when: 

  1. A customer tells you that he/she would like more functionality around budgeting and spending tracking (a new opportunity). 
  2. Another customer says he/she uses another app for tracking his/her finances but would love it if there were features built into yours (a growing trend).
In either case, it makes sense to add these features so that everyone who uses this type of software has access to them and ideally will want yours over others because it’s easier to use or offers more value than competitors. 
So, now the question pops-out that how to adjust the value proposition. A simple 4 step process can be executed: 
  1. Conducting Market Research: This involves gathering information about the changing needs and demands of customers, as well as the trends and developments in the IT industry. This information can be gathered through surveys, interviews, and other research methods. 
  2. Analyzing the Data: This involves identifying the trends and patterns in the data and using this information to develop a new value proposition that meets the changing needs of the industry. 
  3. Developing the New Value Proposition: This involves identifying the benefits that the new value proposition will offer to customers and how it will meet their needs and solve their problems. 
  4. Testing the New Value Proposition: This involves gathering feedback from customers and making any necessary adjustments to the value proposition based on this feedback.
As you can infer, adapting your value proposition to meet the changing needs of your industry is a process that requires you to be flexible and open-minded. It’s also important that you don’t take too long making these adjustments; if your business doesn’t evolve quickly enough, it may fall behind its competitors who are able to adapt more quickly.

The Benefits of Adapting the Value Proposition

By understanding the changing needs of the IT professionals, you can create a stronger bond between them and your brand. This will result in: 

  1. Increased Customer Satisfaction: In order to meet your customers’ needs, you need to know what they want. By tracking the trends in your industry and listening to their feedback, you can stay ahead of the curve and offer them something that will make them happy. 
  2. Improved Competitive Positioning: By staying on top of the latest developments in technology and adapting your value proposition accordingly, you’re better able to compete with other companies for market share and win it. 
  3. Stronger Brand Recognition: Because your products are always evolving according to what people want from them (or even just because you’re constantly innovating), people associate you with being at the forefront of technology innovation which means they’ll trust you when they decide whether or not they want something from you next time around.

Industries Impacted

The concept of value proposition has been adopted across various industries to create unique selling points and competitive advantages. It has always popped up as an essential business strategy, helping organizations differentiate themselves, attract customers, and build brand loyalty. Here are some industries that have embraced value proposition:

Financial Services

Banks, insurance companies, and fintech firms have adopted value propositions to distinguish their products and services and build trust among consumers. These institutions offer personalized customer experiences and competitive rates to attract and retain customers. This involves providing mobile banking apps, online financial tools, and customized financial advice. For example, a bank might focus on offering low-interest loans, a wide range of investment options, or an extensive network of ATMs to enhance customer convenience.


In the retail industry, the retailers offer unique and compelling value propositions to differentiate themselves from their competitors. This includes factors such as product quality, variety, pricing, convenience, and exceptional customer service. For example, a retailer might focus on offering exclusive products, hassle-free returns, loyalty programs, or an omnichannel shopping experience that seamlessly integrates online and in-store interactions.


In the healthcare industry, value proposition has become crucial for hospitals, clinics, and pharmaceutical companies. Healthcare providers offer high-quality care, personalized services, and convenient access to medical resources to stay competitive. This involves providing cutting-edge medical treatments, patient-centered care, and leveraging technology to enhance patient experiences. For example, a healthcare provider might emphasize their expertise in a specific medical specialty, offer telemedicine services, or focus on preventive care to improve overall patient health.


In the hospitality industry, value proposition is crucial for attracting and retaining customers. Hotels and other hospitality providers offer unique and memorable experiences, personalized services, and competitive pricing to stay competitive. This involves offering luxury accommodations, exceptional on-site amenities, and tailored guest experiences. For example, a hotel might focus on providing a world-class spa, fine dining options, or unique local activities to enhance guest satisfaction.


In the education industry, the institutions offer high-quality programs, personalized learning experiences, and affordable tuition to stay competitive. This involves providing cutting-edge curricula, experienced faculty, and state-of-the-art facilities. For example, a university might focus on offering specialized degree programs, providing extensive research opportunities, or maintaining strong connections with industry partners to enhance student career prospects.


A Value Proposition is not just a company’s tagline, it’s how your product or service solves customers’ needs and makes their lives better. For businesses, this represents a shift to the focus of innovation. They need to think beyond digitizing their present concepts and shift to a mindset of ‘offerings’ that represent blends of both products and services, wrapped together as part of an experience.

VE3 offers its services concentrating upon the fact that the value of our service should go beyond technology. Our approach follows as:

  1. Analyze: We conduct a thorough analysis of the business, identifying areas of weakness and addressing any existing flaws and drawbacks to improve overall productivity and increase the delivery of results.

  2. Redefine: We reposition existing products/services to effectively communicate the distinctive features and benefits of the business, setting it apart from competitors in the marketplace.

  3. Gain: We articulate customer benefits from using your product/service which encompass both measurable, concrete benefits as well as intangible ones, ultimately making the business more relevant and sustainable.

All in all, VE3 focuses on customer experience and journey. Over the years, the way we deliver technology solutions has changed; instead of selling an off-the-shelf solution that may or may not meet your needs, we work with clients to create customized solutions based on their unique requirements and goals. This allows us to better serve each individual company while also helping them achieve success faster than ever before!


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