A fairly modest amount of data is required to assess the relative customer-perceived value of different brands. The table below, called the Comparative-Performance Scorecard, is all that is needed to begin analyzing customer value. Data on each product’s performance on key purchase criteria are typically gathered from product specs and evaluations, consensus expert judgments, market research and competitive intelligence. The customer's purchase criteria are frequently categorized into the following dimensions: product, customer service, relationship, and brand affinity. Typically different members of the management team are responsible for each of these dimensions. Improving the customer’s perception of the overall performance of your offer versus competing offers is thus the responsibility of a cross-functional business team (product development, management, and marketing; customer service and support, customer relationship & key account management; brand image and affinity building).