Value-Based Pricing: Unlocking Customer Happiness & Driving Business Growth

In a world where customers expect more than just competitive rates, pricing must evolve. In her keynote, Ann Vervecken will illustrate how Value-Based Pricing (VBP*)* helps organizations align pricing with the true value delivered — improving customer satisfaction, strengthening renewals, and fueling sustainable growth. Drawing on over 25 years of experience in commercial leadership at DHL Supply Chain, Ann will share how VBP is being successfully implemented across complex, multi-regional customer landscapes. You’ll hear real-world examples of how value has been quantified, communicated, and converted into stronger business cases, benefiting both customer and provider. In this session, you’ll learn:

• Why aligning pricing with customer-perceived value leads to happier, more loyal clients
• How VBP supports business case improvements beyond cost: from flexibility and speed to resilience and sustainability
• The role of collaboration, change management, and data in making VBP work across functions and regions
• How advanced analytics and GenAI are shaping the future of pricing strategy

It’s time we rethink pricing — not as a financial lever, but as a growth strategy rooted in value.