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Customer Analysis - II
Euro-Disney
1
Flowcharting, Process Mapping
• The activity chain from the customer’s perspective of
the complete series of actions and reactions
– pre-purchase
– purchase
– post-purchase
• Objectives:
– identify actors (customer, employees), line of
visibility
– identify actions (by consumer, by firm, by
others, joint)
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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Value to Consumer
• Consumer value is
– results (for consumer)
• what (consumption utility)
– process quality
• how (transaction utility)
– Total utility = U(product) +
U(people interaction) +
U(process interaction)+
U(physical context interaction) - price
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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The Challenge
• Where is the value added?
– Retain
• Where is value subtracted
– Drop or modify
• Breakthrough = Where can I create value?
– New Activities!
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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Flowcharting Retail Shopping The Science of Shopping (Paco Underhill, 1999)
• Information
– 75% customers read menu/info after they have placed
order.
• POS Data : what it doesn’t say
– time in store: buyer versus non-buyer,
– woman with
• woman,
• children,
• alone, and,
• man.
• The Butt-Brush Phenomenon.
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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Another Illustration
• Quicken: Personal Finance Software
• Attributes
– price
– ease-of-use
– speed
– accuracy
– other (planning, taxes, business use, etc.)
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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Shifting Up the Progression of Economic Value (Pine & Gilmore (1999)
Relevant to
Differentiated
Customization
Customization
Stage
Experiences
Deliver
Services
Competitive
Position
Make
Goods
Extract
Commodities
Needs of
Customers
Commoditization
Commoditization
Undifferentiated
Irrelevant to
Premium
Market
Pricing
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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The Blockbuster Application
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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The Blockbuster Application
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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The Blockbuster Application
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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The Blockbuster Application
P4 Sept/Oct -2003
Services Marketing – Professor V. Padmanabhan
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