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64 Managing Customers Through Economic Cycles

Business Process Customer Need Importance Internal Metric

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

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

No Repeat Trouble (30%) % of ...
(25%) % of ...
15% Customer Fixed Fast (10%) Aver ...

Inquiries Kept Informed (45%) Aver ...
(35%) % of ...
5% Billing Accuracy, No Surprise (10%) % of ...
Resolve On First Call

Easy to Understand

What I Pay

Competitor

Figure 3.13

Value perception shifts in a downturn economy

In uncertain economic conditions where the consumer has
shifted the importance of their needs from high-order to
low-order needs, the relative importance shifts to product
oriented needs.

This shift is significant but not radical when looking at
product value. It also shifts within high-order needs as well.
Once this is understood, the perceived value balanced
between choosing a value and delivering the value can be
adjusted and optimized for the sensitivities of a weak
economy.

The consumer has a higher sensitivity level for product
performance and service as well as billing issues. Not only
does what the consumer deems important shift from the
interactions to product (70% to 50% importance), it also
shifts within interactions such as sales and marketing (25%
to 10% importance), to service (25% to 15% importance),
customer inquiries (15% to 15% importance), and billing/
statements (5% to 10% importance) (Figure 3.14).