OK, through your Value Chain analysis you've found that a key element in your assembly guidelines was discontinued. The yellow notepad that described Step 13 in tricycle assembly was deleted; the attendant outcome was a substantial up-spike in Helpline calls from disappointed customers asking about Step 13.
Your option-- revive the yellow. You mention this to management, and it's authorized. It takes a while-- after all; you've still got the whole present stock in the shops. There's also a quicker method to distribute that flyer. You can email it straight to the clients that hire to the 1-800 Helpline. Plus, you can post a link to it on your site. Although the frequency of Helpline calls will not reduce instantly, you can help in decreasing the period of the calls.
At first glance, you might believe the above answer to Step 13 highlights an example of a timeless "product packaging" option. Remember, Package is "your face to the client". The suitable package reinforces your Brand in the customer's mind. There is more to it than that.
See you would not have actually understood the problem existed at all if you had not sought input from Helpline and Shipping personnel in your look for a better understanding of how your company value chain intersects your customer value chain.
In his timeless Competitive Advantage Michael Porter mentions 2 types of buyer criteria:
use criteria = what your product does for your client
indicating requirements = how your consumer believes or feels about what the item provides for them
Unaided, Step 13 in your assembly process isn't easy. Once the consumer checks out the quick directions on the yellow sheet and understands how to correctly insert the stove bolt, then it's a breeze.
Lots of marketers consider signaling criteria and utilize criteria as living in different silos. At least they must, because that's the method their marketing appears. It's as if they never ever speak with their customers about how they actually use their products.
In reality, signaling requirements can strengthen usage requirements and assist to place you in an incredibly powerful position, specifically against a rival that has a remarkable item.
Imagine that your # 1 rival in the Trike service has no Step 13 in their assembly. They utilized to, however they received a lot of grievances they engineered it out of the procedure. To an individual not trained in marketing, it might appear that this is an advantage the rival will utilize to squash you. But you can turn it into a non-event with proper use of the yellow-sheet description sheet.
Efficiently, you "out-signal" your competitor's engineering benefit and negate it.
Can you always do this? Of course not. But, inside the mind of the consumer, we typically run at a better parity with our competitors than we believe.
It's our job as online marketers to ensure we packaging product do everything we can to indicate to the consumer that our product is, in reality, performing for them up to their expectations, not ours.
And a Value Chain analysis is a terrific tool to guarantee that takes place