Page 73 -

Science of How Consumers’ Buying Changes over Cycles 63

Business Process Customer Need Importance

30% Product Attribute 1 (40%)
Attribute 2 (20%)
Attribute 3 (40%)

25% Marketing Sales: Knowledge; Mkt: Relative to Comp. (30%)
& Sales Sales: Responsive; Mkt: Simple (25%)
Sales: Follow-up; Mkt: Relevant (10%)
What I Get 25% Service
Delivery Interval Meets Needs (30%)
Does Not Break (25%)
Installed When Promised (10%)

15% Customer No Repeat Trouble (30%)
Inquiries Fixed Fast (25%)
Kept Informed (10%)

5% Billing Accuracy, No Surprise (45%)
What I Pay Resolve On First Call (35%)
Easy to Understand (10%)

Competitor

Figure 3.12

some form of sales and marketing, service, customer in-
quiries, and billing. Each one of those business processes
delivers certain attributes of the customer needs.

For example, sales and marketing delivers a sense that the
business knows the consumer, is responsive to the con-
sumer, and is relevant in its product offerings. In service
processes, this would translate to on-time delivery, the
product arriving in good condition, and being installed when
and as promised.

For the business process of supporting the customer
inquiries, they ensured that there was no repeat trouble, that
it was fixed and fast, and that they were kept informed of
the repair. In terms of billing, they ensured that the bill was
accurate with no surprises, that issues with the bill were
resolved on the first call, and that it was easy to
understand.

The next step is to measure the success of each of these
internal metrics (Figure 3.13).