OK, through your Value Chain analysis you've discovered that a crucial element in your assembly guidelines was discontinued. The yellow piece of paper that explained Step 13 in tricycle assembly was deleted; the attendant outcome was a huge up-spike in Helpline packaging product company calls from frustrated consumers asking about Step 13.
Your option-- bring back the yellow. You can email it straight to the customers that call in to the 1-800 Helpline. The frequency of Helpline calls will not diminish instantly, you can aid in decreasing the duration of the calls.
Keep in mind, Package is "your face to the client". The appropriate bundle enhances your Brand in the client's mind.
See you would not have understood the problem existed at all if you had not looked for input from Helpline and Shipping personnel in your look for a much better understanding of how your business worth chain converges your consumer worth chain.
In his classic Competitive Advantage Michael Porter discusses two types of purchaser criteria:
usage requirements = what your item provides for your consumer
signaling criteria = how your client believes or feels about what the product does for them
Unaided, Step 13 in your assembly process isn't simple. However, as soon as the consumer checks out the quick directions on the yellow sheet and knows how to appropriately insert the stove bolt, then it's a breeze.
Many marketers think of signaling requirements 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 to their clients about how they truly use their products.
In reality, signifying criteria can enhance use requirements and help to place you in an extremely effective position, particularly against a competitor that has a remarkable item.
Think of that your # 1 competitor in the Trike organization has no Step 13 in their assembly. They utilized to, but they got numerous problems they engineered it out of the process. To an individual not trained in marketing, it might appear that this is an advantage the competitor will utilize to squash you. You can turn it into a non-event with appropriate usage of the yellow-sheet explanation sheet.
Effectively, you "out-signal" your competitor's engineering advantage and negate it.
Can you constantly do this? Of course not. But, inside the mind of the customer, we typically run at a better parity with our rivals than we think.
It's our job as marketers to make certain we do everything we can to signal to the client that our item is, in fact, performing for them as much as their expectations, not ours.
And a Value Chain analysis is a great tool to guarantee that occurs