How can you create new and greater value for customers by looking across complementary product and service offerings?
This post from Abe Sauer on brandchannel – The Smart Logic of Disney Products And Apple’s Retail Genius – led me to think about how health brand marketers can set themselves apart and change the game for customers by looking outside their traditional industry boundaries and seeing things from a fresh perspective.
As reported this past week, Disney is planning to spend $1 million per store over the next five years, with Apple’s help, to convert each existing Disney-branded outlet from a simple retail location to a complete “experience.”
Untapped value can often be found in complementary products and services. In this case, it’s the value that comes from providing a richer shopping experience (a Disney magic-like experience) to Disney customers.
The key to thinking more broadly about your role in customers’ lives is to consider the total solution they seek when they choose your product or service. One simple way to do so is to think about what happens before, during, and after your product is used. Map out the total “journey’ that customers take when using your (fill in the blank). When you look from their point-of-view, you’ll open up new possibilities to create new and greater value, e.g.
- why must a doctor appointment be limited to the “appointment itself” (consider that Virgin Atlantic has a limo take you to the airport)
- why do you need to call on the phone, and be put on hold for five minutes, to book a doctor appointment (when you can book everything else on line)
- why must patients wait in waiting rooms (do other professional service providers put their clients in “waiting rooms”; and why do you need to “wait”)
- why must a drugstore be a “drugstore” (isn’t their much more value, for the customer and the organization, in being a “healthstore”)
- why is a diabetes patient a “disease-specific” patient (aren’t they individuals with other important healthcare needs and desires)
How are you looking through your customers’ eyes to create new possibilities for them and for you?