구매 전 제품성과
에 대한 기대 지각된 제품 성과
기대와 성과간의 차이 평가 긍정적 불일치
단순한 일치 부정적 불일치
만족 / 불만족
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장기적인 안목의 부재(
단기적인 안목:
판매를 위한 활동중심)
만족한 소비자 유지 및 증진을 위한 관리활동 부재 불만족한 소비자 불평관리에 대한 관심부족•
모든 고객의 만족도 제고를 목표로 함 불필요한 비용발생“Waste occurs with activities or resources that some particular customer does not want.”
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균일화된 서비스 제공으로 비용대비 효과 미흡“Designing for the average is the root cause of customer sacrifice.”
(Key Fact)
만족도상의 브랜드별 차이가 거의 없어짐.
Differentiated
Competitive Position
Undifferentiated
Relevant to
Needs of Customers
Irrelevant to Market
Pricing
Premium
Stage Experiences Deliver Services
Make Goods
Extract Commodities
Customization
Customization Commoditization
Commoditization
“Customers don’t want choice; they just want exactly what they want.”
“Companies should charge for the value they add, not the costs they incur.”
Customer Sacrifice
What customer wants exactly–What customer settler for.“Less customer sacrifice turns an ordinary service into a memorable event.”
Mass – Customization을 위한 시스템을 구축해야 함 !
Mass Customization
Mass Low Cost
Customization Less Sacrifice
By Modular Architecture - a set of modules
- linkage system
Customer Sacrifice = What Customer Wants Exactly - What Customer Settles For
Customer Satisfaction = What Customer Expects to get - What Customer Settles For
Lessons
•Customizing a good automatically turns it into a service
• To enter the experience economy, first customize your goods and services.
• Customizing a service can be a sure route to staging a positive experience.
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① Searching for Uniqueness
“empathetic design” from watching customers in their own environment
고개체험을 이해하기 위한 ethnographic approach 의 필요성
② Cultivating Learning Relationships
Mass customization and one–to–one marketing 시스템 구축
“Sacrifice should decrease as a company interacts with customers.”
Responding to Different Kinds of Sacrifice Collaborative Customization:
Exploring Experience (either-or)
Collaborative customizers work with their customers to determine what they need and then produce it for them
Adaptive Customization:
Experimenting Experience (sort-through)
Adaptive customizers offer one product designed to let users alter it themselves Cosmetic Customization:
gratifying Experience (form-of)
Cosmetic customizers present a standard good or service differentially to different customers.
Transparent Customization:
Elusive Experience (repeat-again)
Transparent customizers provide a tailored offering without consumers knowing that it is customized for them.
Ex) Ritz Carlton Hotel
Step 1 Provide Customer Satisfaction
Step 2 Reduce Customer Sacrifice
Step 3 Stage Customer Surprise
= What customer gets to perceive – what customer expects to get
Step 4 Stage Customer Suspense
= What customer dose not yet know - What customer remembers from past