COMMERCIAL PRODUCT MANAGEMENT: CUSTOMER VALUE INDEX

As the title says the thesis focuses on commercial products. The thesis starts introducing the reader to a new digital tool, specific of Bridgestone, that helps the user to better understand which will be the KPIs for every tire. The acronym of this tool is CVI that stays for Customer Value Index. To better explain it, the CVI shows to users which are the features that enhance the value perceived by the customer, obviously taking care about costs. Doing this, the user can find the perfect compromise to evaluate a product with the right ratio between costs and perceived performance benefit by customers. After this explanation the thesis goes on with the digitalization process, this will help the tool to be used all around the globe because it will be reachable by all the employees of Bridgestone directly online. In parallel with the digitalization process, there will be an explanation of the collection strategy within the European regions both for Voice of Boss side and technical side. The final part will merge together the results obtained by the previous chapter in order to understand how the CVI could adapt and improve to every segment and needs. Along with the thesis, there are references, images, graph to show the reliability of the sources. Some data are covered because they are sensitive and confidential to the company, some data are invented for some specific situations (in a proper way).