Open up your thinking to your customers entire experience with your product 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 on their 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 a product or service Analyzing customer s experience shows managers how directed brainstorming about each 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 steps through 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 Chain

Q1. How do people become Aware of their need for your product or service? Linking customer need to company capability and customer awareness EXAMPLE : Fair and Lovely skin tone card, Oral- B toothbrush 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 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: Flipkart, PNB bank in NMIMS

Mapping the Consumption Chain

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 5. How is your product or service delivered?

Delivery affords many opportunities for differentiation EXAMPLE: Pizza Hut

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

Mapping the Consumption Chain

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 8. How is your product or service paid for?

EXAMPLE: TCS BaNCS (Banking and consulting service)

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

Mapping the Consumption Chain

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: Frooti

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

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

Mapping the Consumption Chain

Q13. What about returns or exchanges?
Long-term loyalty requires attention to customers' needs EXAMPLE: Walmart

Q14. How is your product repaired or serviced?

Repair experiences both good and bad can influence a lifetime of subsequent purchases. EXAMPLE: Maruti, Nokia

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

Step two: Analysis of customer experience

Objective: 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 final decision Awareness Search Final Selection

Purchase process

Product Logistics

Product usage Post & product Sales compliments support

Helping dispose product

Modes of Payment Payment Structure Service Payments

Transportation Storage Packaging Installation

Convenience of Use Switching Cost Add ons

Mainten ance costs Service Quality Reverse Logistics

Obsolete /used goods replace ment

Gasoline Refilling Station

Candle Making Multiplex

Our analysis customer experience for the 3 chains

To analyze your customer's experience, consider how five simple questions apply at each link in the chain.

What? Where? Who? When? How?

Gasoline Refilling Station

Commuting, on a leisure trip, on a business trip, on vacation, shopping

(If business trip), Who?

alone or accompanied by a colleague, spouse or traveling with a group of people.

at a local gas station, then again between cities along the way. (If Alone), Where?

What?

worry about getting lost or running out of gas, personal security, car breakdown

When?

Anytime

(Any other concerns) How?

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 to celebrate birthdays create a festive atmosphere for dinner parties, warm buffet dishes cope with power outages, set the mood for romantic evenings.

Where?
beach, on picnics, at proms, at weddings at home, in restaurants children's birthday parties places of worship.

At each point of usage there could be a different persons using/influencing the purchase Hence opportunity of differentiation at each point

What?

Who

birthdays anniversaries, holidays Graduation days meals marking other special occasions.

When?
Needs of the customer Create a festive atmosphere Set the mood Illumination Sometimes used to keep away insects

When

Brand Positioning : The leading International chain for quality express dry cleaning Three pillars of Serv Qual :  Quality One hour Process  Personalized Service Certification ISO 9001 certified
:

Valuing customers 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

Technology : Stain removal cabinet Programmed Dry cleaning machine Washing machine Drying Machine Mannequin Bagging Machine

Customer is given the option to view the entire cleaning process through these machines

Promotional Campaigns: Customer Loyalty Program Gifts and information

Customer identification system: Personalized ticket for each garment highlighting commitment towards high quality and desired service Computerized individual identification system to prevent misplacement or loss

Scope of creating further differentiation

Targeting garment stores to generate word of mouth and act as effective opinion leaders
Remains best when caressed by Pressto

Door to door pick up and delivery

Creating differentiation in Dry cleaning centers

Opinion leaders Value proposition Wide presence Store locators Emphasizing on quick service

Service Logistics

Creating Appeal

Use of standardized machines Accurate garment identification system Door to door pick up and delivery Bagging

Service usage

Personalized cleaning

Customer participation Customer Loyalty Program Tips and Recommendations in fabric care

Purchase of a Car
For Comfortable Travel As a status Symbol Purely as a transport
What? Where?

Basically on road transport

Owner Driver

Who

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 We plant a tree every time u bring the car for service.

Key Take Aways..

Consider complete consumption chain encourages focused creativity Mesh idea with company skills , assets and systems Ideas that seem great should be backed by solid customer market research (ex.g retail at petrol pumps) Even a simple product can be differentiated!