Services Differentiation
When the physical product cannot easily be differentiated, the key to competitive success may lie in adding valued services and improving their quality. The main service differentiators are:
- Ordering ease. How easy is it for the customer to place an order with the company?
- Delivery. How well is the product or service brought to the customer, including speed, accuracy, and care throughout the process?
- Installation. How is the product made operational in its planned location? This is a true selling point for buyers of complex products like heavy equipment.
- Customer training. How does the supplier teach a customer’s employees to use new equipment properly and efficiently?
- Customer consulting. What data, information systems, and advice services can companies sell to buyers?
- Maintenance and repair. How can companies help customers keep purchased products in good working order? These services are critical in business-to-business settings and with luxury products
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