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Science of How Consumers’ Buying Changes over Cycles 65

Assign Internal Metric

Business Process Customer Need Importance Internal Metric

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

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

15% Customer No Repeat Trouble (30%) % of ...
Inquiries Fixed Fast (25%) % of ...
Kept Informed (10%) Aver ...
Aver ...
5% Billing Accuracy, No Surprise (45%) % of ...
Resolve On First Call (35%) % of ...

Easy to Understand (10%) Must Shifts

What I Pay Observation: Can’t fine-tune need/tradeoff to cycle

Competitor **Shifts

Figure 3.14

Once these shifts in perceived importance of value are
understood, then the process of choosing and then deliver-
ing the value can be engineered. The third component of
communicating the value is the last critical link. It too needs
to be reengineered for a downturn economy.