When developing Service Chains™ it is important to evaluate their business value and your ability to implement them in the market. At McMann & Ransford, we recommend tracking the following criteria to help foster customer intimacy:
As product-based companies embark on the customer intimacy journey, their success largely depends on how attractive the value propositions for their services are and how well they are presented to clients to convince them to buy.
Service chains are a key building block to becoming less opportunistic and more deliberate in your go-to-market approach.
Let's take some time and discuss the power of ideas and their importance as the central component of a True Solutions™. Good ideas facilitate the road to true customer intimacy.
A solution is the embodiment of an idea - and how the idea can be realized. The idea is the kernel of the change in the relationship from pushing products and discussing business opportunities. Often conversations that are supposed to be about solutions are really about how to better use our products and get more bang for the buck in our relationship; these are valuable issues but not True Solutions™ discussions.
In the simplest sense, marketing has a direct role in market strategy, participation strategy, and enabling the success. Because of their unique role and perspective on the business, marketing owns or is heavily involved in the strategy of the business, and often drives the decision-making process of how to address commoditization issues.
In our line of work, we often see companies which innovate past the point that customers need or will pay for.
We have seen this phenomenon in almost every B2B product group.
The cause? A mistaken belief or assumption that companies can compete only through continuous innovation which is translated as continuous product differentiation. At a certain point this leads to product over-engineering - too many features, product bloat, unnecessary complexity, and product extensions which customers dislike. Technology replaces common sense.