In academia—as in business practice—the two perspectives “value-to-the-customer” and “value-of-the-customer” are usually viewed in isolation. However, it adds value to combine the two strands. This is made possible by value-to-value segmentation. It not only provides assistance with strategic issues but can also be a decisive orientation aid in operational marketing. The frequently discussed aspects, such as personalization and automation in customer care, are both an opportunity and a risk. On the one hand, an automated and personalized approach to the customer through a product tailored to their needs can increase customer loyalty and at the same time reduce the costs of customer care. On the other hand, transferring these principles to pricing involves considerable risks.