Traditional marketing text books talk about FAB ( Feature-Attribute-Benefits). This applies to products very well. But as significant pies of the economy today are from services, FAB applied to services could be 'Problem-Solution'.
Identify a/many customer problems and make your offering to be a solution. Simple, isn't it?
In the increasingly competitive world of services marketing, this is no longer sufficient.
When someone has a chest pain ( problem) and consults ( service) a doctor, the doctor not only gives medication ( solution) but also advises on precautions ( prevention). He/She also follows it through on implementation of these precautions and suggests improvements in life style etc ( continuous improvement).
Extrapolating this to services business, it is not enough to solve a problem for the client. To retain the client, one needs to help client prevent it, help client make continuous improvements not just around the problem but on other areas as well so that different problems do not arise in future. And that certainly builds a stronger, longer term relationship.
Identify a/many customer problems and make your offering to be a solution. Simple, isn't it?
In the increasingly competitive world of services marketing, this is no longer sufficient.
When someone has a chest pain ( problem) and consults ( service) a doctor, the doctor not only gives medication ( solution) but also advises on precautions ( prevention). He/She also follows it through on implementation of these precautions and suggests improvements in life style etc ( continuous improvement).
Extrapolating this to services business, it is not enough to solve a problem for the client. To retain the client, one needs to help client prevent it, help client make continuous improvements not just around the problem but on other areas as well so that different problems do not arise in future. And that certainly builds a stronger, longer term relationship.
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