Svcs Mktg Gap 2 ILT 2011资料.pptVIP

* * * * * * * The blueprint is a process map we can set on a wall; but how many times to people look at it again? That’s why its critical we get this communicated and get the necessary training for this change management. The customer also has a role in the consumer experience. For example, their machine may be down at a certain time for the technician to do the necessary work. If it isn’t and the technician is there, then we have a problem – this is why some companies are willing to share their blueprint with customers so that they realize their responsibility in the process. The value must be conveyed to customer, dealers, their branches, and employees. Objective: Finalize offering based on customer validation Deliverable: Final offering Refined sales goals charter 2.6 Finalize Offering Review feedback from validation Revise attributes, pricing, terminology as needed Revise Positioning Statement(s) as needed Customer Experience Design Refine Sales Goals Charter Potential Demand / Forecast per offering Review Results with team members stakeholders 2.6 Finalize Offering 2.4 Develop Offering 2.5 Develop Customer Experience 2.6 Validate and Finalize Offering What Customers Perceive What Customers Expect Design the Offering Are your dealers able to describe what the customer expects (not the internal KPIs) of the services they offer today? Example: What is on time? Are your dealers able to explain the information that needs to pass between the internal departments to deliver on the promises they made customers? Do your dealers have a process to test services with customers targeted for growth before investing in the development? - gap 2 + gap 2 1 2 3 4 5 Develop Offerings Finalize offerings based on VOC (Product) Sales Channel Analysis (Place) Pricing Strategies, Methodologies, Processes, and Policies (Price) Design Customer Experience Translate VOC into customer defined standards Develop Service Encounter Diagram Develop Service Blu