To Retain Customers, Make Your Products Easy to Use
Consumers are tired of waiting for service and sending purchases back for rounds of repair. They're angry. Companies are losing them to rivals and spending more to process their complaints.
The solution? View consumption as a process. Consumers don't just purchase your product. They use, maintain, upgrade, and discard it. Identify steps in this process where they expend time but get no value. Then revamp your operations to eliminate wasted time.
For example, auto dealer GFS schedules repair arrivals to eliminate queues. It also bundles parts and tools into kits delivered to technicians as needed. Customers spend less time waiting; repairs get done correctly and promptly. Car owners and GFS win.
October 3, 2008; 8:40 AM ET
Management Tip of the Day
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