Customer convenience is an important part of the business. It should be given high attention to by people to ensure that they get the right strategy to be used in reaching out the market base.
Living in a marketing era,a business should not only meet expectations of potential customers and consumers but instead, the business must exceed expectations in order for it to survive. This in turn helps create a competitive advantage for the organization and helps it stand out from its competitors. The competitive advantage being described can be gained through one of three strategies which are: Differentiation (better, or at least different), Cost leadership (cheaper)Response (rapid reliable response).
Today more than ever, customers expect a higher level of satisfaction, better service, better prices, better quality, and convenience.Retailers must deliver a smarter customer experience that creates new advocates and increases sales.
The different stages that a customer experiences while purchasing a product or service are:
I. Requiring theproductor service.
II. Acquiring the productor service.
III. Owning the productor service.
IV. Disposal of the productor service.
According to (GABRIELE PICCOLI, BONNIE R. SPALDING, and BLAKE IVES) these four stages can be broken down into 12 steps or stages that a typical consumer takes as shown below, and any one of the 12 steps may be a candidate for enhancing the customer�s convenience.
Phase 1: Requirements
(1)Requirements Stage: Establish (or recognize) a need for the
Product or service
(2)Specification Stage: Determine the product or service attributes
Phase 2: Acquisition
(3)Source-selection Stage: Determine where to obtain the product or
Service
(4)Ordering Stage: Order the product or service from a supplier
(5)Authorization and Payment Stage Transfer funds or arrange credit
(6)Acquisition Stage: Take possession of the product or receive
Service
(7)Testing and Acceptance Stage: Ensure that the product or service meets
Specifications
Phase 3: Ownership
(8)Integration Stage: Add to an existing inventory or integrate
With existing internal business processes
(9)Usage-monitoring Stage: Control access and use of the product or
Service
(10)Upgrading Stage: Upgrade the product or service if conditions
Change
Phase 4: Retirement
(11)Transfer or Disposal Stage Move, return, or dispose of product or
Service; cease to need the service
(12)Auditing and Accounting Stage Monitor expenses related to the product
Or service
References
