The same phrases are repeated ad nauseum: "You cannot continue to operate the business as your father does or your grandfather did in his time, things have changed" or the favorite of many so-called "experts": "you need to innovate your business" .
Surely it is the concept of "innovation" the most hackneyed in the world of management for several decades, but today more than ever the question is relevant: How to differentiate my product from the competition? How to avoid price war with other suppliers?
One of the best ideas that has been executed, consistently, for many of the most successful companies in their industries (starting with Amazon to Wal-Mart) has to do with creating the concept behind the product or service. According to the academics and scholars examples of companies like Apple or Starbucks are evident:
a) You need to create a concept that differentiate and add value to the customer's mind (often it is the ego or status). Starbucks makes it great: you sell a $ 5 coffee in which you have no problem in buying, but would not be paying over a dollar if you took a coffee (same product!) right out from seven eleven. That is, the product packaging, the friendly staff, the comfort of Starbucks and the local design (blend of stronger colors with other pastel tone) makes you psychologically prepared to pay a price to 400 % larger than a coffee at any establishment around the corner.
b) This also happens with Apple, possibly an iPod does not add real tangible value to your life (unless you try to spend an enjoyable time listening to music) but you cannot resist the urge to buy the product: its elegance , aesthetic design and ease of handling makes you not hesitate to pay more than $ 100 for the latest version. We would not even discuss the case of Ipads or Iphones whose prices are quite prohibitive for many people but the latter have not prevented them from erupt and dominate the market for tablets and smartphones.
But what happens if my company does not have a new product? What if you only offer a service that fails to differentiate from the rest?
The business gurus have the solution for the latter: to prevent your service from commoditization, do not enter the price war and just turn your business into a Starbucks coffee and not a seven eleven kind of coffee. To do this you develop your business and its processes to achieve a perfect customer experience .There is no better example of this experience that anyone found on Amazon:
a) From its website, well designed with a nice and simple interface lets you know for sure how to find your products and how to proceed with the purchase of them.
b) The implementation of the concept of "one click" effectively professing by the people of Amazon. With the fewest number of clicks in your browser should be able to find, order and pay for the purchase of your products.
c) An excellent after sales service. An almost immediate attention of the people in charge of following up on your claims for products that have not reached its destination and return of your money, almost immediately, if you are not satisfied with the service offered by the company.
In the end, it is not surprising that Amazon is self declared the company "that focuses more on customer service around the world." Just awesome. If you have a service that integrates some of these same concepts then you`ll hit the jackpot.
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