The third and last step is to outline how your company captures value from its clients. Look at your lists of needs, value adds, and solutions, do any of them pertain to how you capture value from customers? Let's go back to our insurance example.

Insurance customer needs and value adds that pertain to how the business captures value:

1. Honest pricing. 
2. Great customer service
   

Insurance business solutions and value adds that pertain to how the business captures value:

1. Simple Policies
2. File claims through the app.
3. Annual policy reviews with your agent.
   

How will your company capture value from customers? Payment for products/services is an easy one, but what about feedback, referrals, and reviews? Also, customer loyalty and the total lifetime value of customers is critical. Let's use the insurance example and list the ways the business captures value from customers below. 

1. Monthly policy fees. 
2. Claim deductibles.
3. Referral incentive program. 
4. Agents ask for reviews.
5. Customer feedback surveys and calls. 
   

Now let's merge these lists and write a description of how your business captures value from its customers. Most businesses spend more time obsessing about how they capture value from customers than how they create and deliver it to customers. Even with all that focus, most businesses fail to capture all the forms of customer value they can because they over emphasis per-transaction dollar value over lifetime value and organic word-of-mouth growth. Let's not make that mistake in your business. How do the customer's needs and value adds effect the way you capture value? Take the list of ways that your company captures value from customers and make sure it lines up with the solutions needs and value adds from your value map. If your current value capture processes don't sign up, then you need to change them. If customers don't get what they want and need at each stage of the value cycle, then they aren't going to become a promoter of your business.  

Write your merged list in the "capture value" box. Here is an example using the Insurance company.

1. Simple pricing for a monthly policy with no hidden fees. 
2. Pay your monthly fees and claim deductibles through the app. 
3. Ask customers for feedback, referrals, and reviews in the annual policy review meeting.
4. Incentives for customer referrals.
5. Let customers know when policy rates can be lowered in their area. 
6. Reward loyal customers with discounts.