"Because of the wide variety of alternatives available to their customers, companies often feel they can no longer create any differentiation. They are stuck thinking that all that can be done was done already. They feel as if their products or services have reached the heart of commoditization....
Exhibit 4.5 provides a view of the four alternatives facing any company experiencing the threat and challenges of commoditization. One is to add value prior to the purchase (early in the food chain).[Moi ici: Trabalhar influenciadores e prescritores]... By adding value before the purchase, your experiences evolve and become customized to customer needs, and not just another option from a long list. Your expertise and knowledge become the differentiators that add value to customers. ...A second alternative is to add value after the purchase. Enrich your product with additional, post-sale services that differentiate it and deliver a more complete experience to the customer. Take care of the larger picture for your customer and minimize the assembling of value he or she needs to do across different service providers....A third alternative is to innovate....There is a fourth—and lazy—alternative: discounting. Being lazy or cautious, most companies quickly enter into this familiar terrain. It’s one thing they can do easily and get quick results. But it is costly in the long term."
Trechos retirados de "Passionate and profitable : why customer strategies fail and ten steps to do them right" de Lior Arussy.
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