3. 1. Targeting Customers based on needs
• What are customers
needs? How
different are they?
• What are the
customers profiles
for each needs
category?
• The context. When,
where customers
have these needs?
Start with
Customer Needs
4. What are customers needs?
Type of
Needs
Explicit Tacit Latent
Description Customers talk about it Customers might not tell
you about it
Customers do not
know about it
Methods to know
about it
Get it by asking questions
(survey. Focus group)
Get customers feedback
(Complaints.Text mining
on social media)
You can pick up them by
observing customers (Users
research. Contextual
interviews. Shadowing.
Diary...)
Rapid prototyping and
ask customers to assess
(...Oh my god I
never think about
this!)
Tools Traditional
marketing research
+ Social network
software analysis
Ethnographic research Design Process
5. Needs
Profile
Context
Coffee occasions
Emergency
Start the day
Between meals
For meals
With friends
With business associates
In the evening
Profile:
Start the day timers
The break timers
The connoisseurs
The Y & X generation
Needs:
I am thirsty
I am hungry
I need to take a pause
I want to enjoy a small luxury
I have a meeting
Why?
Who?
Context?
Source. Brand revitalization. Larry Light & J Kiddon. 2009
6. Not mass, not a niche market but multi segments
Seg A
Seg B
Seg C
Seg D
Seg E Seg F
Seg G
Prioritization is critical & multi dimensional marketing
7. Segmentation = Strategic Opportunity
Customers
Needs (Why)
Customers
Profile (Who)
Context Prioritization
(Needs-Profile-Context)
I am thirsty Occasional Emergency 5
I have a
meeting
outside
Managers With my
colleagues
4
I need to take
a pause
Day-timers With my
friends
2
I want to
enjoy a small
luxury
Connoisseurs I am alone 1
I have a date Students Upscale &
Convenience
3
16. “The real act of discovery consists not in finding
new lands, but in seeing with new eyes…”
Marcel Proust
17. 2. Service Concept
-The heart of your service strategy-
Service
Concept
Positioning Service
Experience
Service
Package
18. Service Concept
A detailed description of :
1.What benefits and results for customers
2.How the service is delivered (service
operations). What channels?
19. Twitter Original Service Concept
A service that uses
SMS to tell small
groups of people
what you are doing!
20. San Diego SUBWAY® Cafés
feature an upscale
coffeehouse ambience, an
expanded menu, and Seattle’s
Best coffee offerings including
espresso drinks, lattes and
frozen blended beverages,
along with amenities such as
Wi-Fi, and DIRECTV, to allow
customers to enjoy local
news and sports events with
their sandwiches.
21. Service concept for the BMW 7 Series Sedan.
Data on replacement parts and fluid levels is constantly monitored. The data is stored in your car key and can be accessed
by your BMW Service Centre during your next service appointment.
Customize, flexible, cost-effective and time-saving.
23. Our business idea is "To offer a wide range of well designed,
functional home furnishing products at prices so low that as
many people as possible will be able to afford them."
24. 24
Google map coordinate
A service that help businesses to track activities and movement of their remote workers
25.
26. Test Concept
in a Focus Group
1. Do not understand
2. Understand but not
interested. Nothing
new
3. Interested
4. Wow. Great idea.
Eager to try Now!
Check for clarity and relevance
27. 3. Service Positioning
What are the points of difference in
consumers’ mind between our service
product and existing competitors. What are
the points of parity?
-Indeed difficult to differentiate services products-
Provide to consumers a reason to buy
28. Service Positioning Statement
To ------ our target
markets
-------- is the service in
Mobile phone services
(Service category)
with_________ (Point of
differences)
The rational for consumer choice
29. 4. Service Experience Strategy
“It defines the intended experience
& the emotions evoked”
- Highly satisfied customers. Higher customers loyalty & NPS-
1. Improving service functional quality
2. Reducing customer efforts
3. Making customer experience enjoyable
Focus on the customer journey. On the whole experience
Make customers reluctant to switch to competitors
30. Enjoyable
Usability.
Intuitive. Easy to
interact. Clarity
Useful. Meets needs
“ Is it fun?
“ I did not have to work hard.(no efforts).
All touch points are easy to access &
provide quick answers”
“ Functional quality. I got what I wanted and
accomplished my goal”
1. Willingness to buy more
2. Reluctance to switch
3. Likelihood to recommend
With the focus on KPI’s
Require an understanding of
customer service journey
“ How customers perceived their
interactions with your company? ”
31. What is the customers experience in
your industry?
• “ What had stuck me during my years of consulting with
banks was how similar they all were--and how bland.
• You know from your experience that the typical brand is
quiet, cold, and boring. It has ropes to keep people in line,
empty desks, and stale coffee. You can see how bored
people in line are. Often tellers aren’t much more
animated. Sure, you ‘ll get a shy smile and a weak “thank
you” but two minutes after you walk out, you ‘ll have
forgotten the whole experience..”
• Ray Davis.President and CEO UMPQA Bank
32. Workshop. Set up a Service
Experience Strategy
• Group work: Define a
customer experience strategy
for the following companies:
• True Fitness Center
• Paolo Memorial Hospital
• Central Department Store
• SCB
• BTS
• Villa Market
40. The Danger of Focusing on
Differentiators
Added Value
Services
“Differentiators”
Facilitators
Core
Service
Focus on basic
customer needs
Necessary to deliver
the core service
Services that ad value to your offer.
Should help to differentiate with
competitors…
Service Package & Customer Journey
41. The product is
the experience
Restaurants
Show business
The experience is
the product
Amazon
Apple store
SIA
The commodity trap
Competition on value added
services. Late on sales
promotions. Margins &
Profitability drop
Wireless Companies
Hotels. Banks
Core
service Core
service
Core
service
Value added
services
All interactions
are designed with
customers in minds
Three Experiences Strategy
