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8/3/2019 Article_ppt Ver 14

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Open up your thinking to your

customer·s entire experience with yourproduct or service

Presented by

Rohit Gupta 3

Indu Nair 31

Ajinkya Gole 61

Gauri Bhalerao 204

Lavanya G 212

Kumari Meera 230



Purpose

Offering customers something they value that

competitors don't have.

Companies should not only focus their energy ontheir products or services but also differentiate

itself at every point where it comes in contact

with its customers - from the moment customers

realize that they need a product or service to the

time when they no longer want it and decide to

dispose of it (consumption chain).



2-pronged approach

Mapping the consumption chain captures

the customer's total experience with aproduct or service

Analyzing customers experience shows

managers how directed brainstorming abouteach step in the consumption chain can elicit

numerous ways to differentiate even the most

mundane product or service.



Step One:

Mapping the Consumption Chain

± Assemble groups from all areas of your company

± Charge the groups with identifying all the stepsthrough which customers pass from the time they

first become aware of your product to the time

when they finally have to dispose of it or

discontinue using it.



Mapping the Consumption ChainQ1. How do people become Aware of their need for your product or service?

Linking customer need to company capability and customer awareness

EXAMPLE : F air and Lovely skin tone card, Oral- B toothbrush

Q 3.How do consumers make their final selections? Can you make the selection process more comfortable, less irritating, or

more convenient?

Look for the ideal situation, in which competitors' procedures actually

discourage people from selecting their products, while your procedures

encourage people to come to you.

EXAMPLE: F lipkart, PNB bank in NMIMS

Q 2. How do customers find your offerings?

Making your product available when others are not, or in the format that

others are not

EXAMPLE: 99labels .com, HUL rural




Q 4. How do customers order or purchase a product / service? Challenges:

Can a company differentiate itself by making the process of ordering and purchasing

more convenient?

EXAMPLE: irctc, Dell

Q 6.What happens when your product or service is delivered?

Opening, inspecting, transporting, and assembling products are frequently major

issues for customers

EXAMPLE: Blue Dart

Q 5. How is your product or service delivered?

Delivery affords many opportunities for differentiation

EXAMPLE: Pizza Hut




Q 7. How is your product installed?

Challenges:

This step in the consumption chain is particularly relevant for companies with

complex products.

EXAMPLE: LG Air conditioner

Q 9. How is your product stored?

When it is expensive, inconvenient, or downright dangerous for customers to have a

product simply sitting around, the opportunities for differentiation abound.

EXAMPLE: Trico Corp

Q 8. How is your product or service paid for?

EXAMPLE: TCS BaNCS (Banking and consulting service)




Q10. How is your product moved around or transported from one location

to another? Challenges:

Does the customer find the product fragile?

Does the customer find the product difficult to package?

Does the customer find the product awkward to move?

EXAMPLE: F rooti

Q12. What do customers need help with when they use your product?

The company with the most helpful response has a significant advantage here.

EXAMPLE: Hewlett Packard

Q11. What is the customer really using your product for?

Finding better ways for customers to use a product or service is a powerful

differentiator.

EXAMPLE: IBM




Q13. What about returns or exchanges?

Long-term loyalty requires attention to customers' needs

EXAMPLE: Walmart

Q15. What happens when your product is disposed off or no longer

used?

What do customers do with the obsolete goods?

EXAMPLE: Body shop- Shampoo refill stations, Britain's initiative to reduce

wastes

Q14. How is your product repaired or serviced?

Repair experiences both good and bad can influence a lifetime of subsequent

purchases.

EXAMPLE: Maruti, Nokia



Step two:

Analysis of customer experience

Ob jective: Gain insight into each link of

consumption chain

Analyze scope for differentiation and hence

competitive advantage by asking the

questions what, when ,where, how, who ?

Create an inventory of all possible ideas

Assess each idea based on customer

understanding



Creating

awareness to

drive

customers to

the finaldecision

Purchase

process

Product

Logistics

Product usage

& product

compliments

Post

Sales

support

Helping

dispose

product

Awareness

Search

Final

Selection

Modes of

Payment

Payment

Structure

ServicePayments

Transportation

Storage

Packaging

Installation

Convenience

of Use

Switching Cost

Add ons

Mainten

ance

costs

Service

QualityReverse

Logistics

Obsolete

/used

goods

replace

ment

Gasoline

Refilling

Station

Candle

Making

Multiplex



Our analysis customer

experience for the 3 chains



What?

Where?

Who?

When?

How?

To analyze your customer's experience, consider how

five simple questions apply at each link in the chain.



Gasoline Refilling Station

Commuting, on aleisure trip, on abusiness trip, onvacation, shopping

What?What?

alone or accompaniedby a colleague, spouseor traveling with a

group of people.

(If businesstrip),Who?(If businesstrip),Who?

at a local gasstation, then againbetween cities alongthe way.

(If Alone),Where?(If Alone),Where?

worry about getting lost orrunning out of gas,

personal security, carbreakdown

(Any otherconcerns) How?

(Any otherconcerns) How?

Anytime

When?When?



The differentiating factor

Reconfigure the structure of your gas stations

along those highways that are principal

business routes.

± station is well lit and monitored

± provide on attendant

± provide a "travel adviser



Candles are used tocelebrate birthdays

create a festiveatmosphere fordinner parties, warm

buffet dishes

cope with poweroutages,

set the mood forromantic evenings.

What?What?

beach, on picnics,

at proms,

at weddings

at home,

in restaurants

children's birthday parties

places of worship.

Where?Where?

At each point of usage therecould be adifferent personsusing/influencingthe purchase

Henceopportunity of differentiation ateach point

WhoWho



birthdays

anniversaries,

holidays

G

raduation days meals marking other

special occasions.

WhenWhen

Needs of the customer Create a festive atmosphere

Set the mood

Illumination

Sometimes used to keep away

insects

When?When?



V aluing customer·s time Commitment towards dry cleaning within 1 hour at no extra cost

Gamut of services offered :Stain removal

Antibacterial

Pressing

Press Piel

24*7 Online customer service desk :

To address any query, suggestions, opinions and

recommendations



T ec h nology :Stain removal cabinet

Programmed Dry cleaning machine

Washing machine

DryingMachine

Mannequin

BaggingMachine

Customer is given the

option to view the

entire cleaning process

through these

machines



Promotional C ampaigns :Customer Loyalty Program

Gifts and information



C ustomer identification system :Personalized ticket for each garment highlighting commitment

towards high quality and desired service

Computerized individual identification system to preventmisplacement or loss



Scope of creating further

differentiation

Targeting garment stores to generate word of

mouth and act as effective opinion leaders

Door to door pick up and delivery

Remains best when caressed by Pressto



Creating differentiation in

Dry cleaning centers

C

r e a t i n g

A p

p e a lOpinion leaders

Value proposition

Wide presence

Store locators

Emphasizing on quickservice

S

e r v i c e

L o g i s t i c sPersonalized cleaning

Use of standardized

machinesAccurate garmentidentification system

Door to door pick upand delivery

Bagging

Personalized cleaning

Use of standardized

machinesAccurate garmentidentification system

Door to door pick upand delivery

Bagging

S e r v i c e u

s a g eCustomer

participation

Customer LoyaltyProgram

Tips andRecommendations infabric care



For ComfortableTravel

As a status

Symbol Purely as a

transport

What?What?

Basically onroadtransport

Where?Where? Owner

Driver

WhoWho

Purchase of a Car



Differentiation in Car Purchase

Pre Purchase

Taking model

home for test drive

after expression of

interest

Internet based

expression of

interest Better referral

programs

Customized design

Customized

musical Discs

given based on

user preferences

Customized inner

car perfumes

Purchase

Easier options for

payment

Faster delivery

Home delivery

Insurance services



Value added services

Facilitation by the dealer in getting a license

Car cleaning services

Driver training programs if car driven by a chauffer

Servicing reminders

Pick up service on car break down

Environment friendly positioning, tag line Weplant a tree every time u bring the car for service.

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