Final Customer Purchasing from the Producer of the Product
Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.
2. Emotional: Segment customers according to the personal emotional needs of the segment.
B. Needs to avoid sources of anxiety
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product.
Segments where delays are due to steps a customer must take. Customer must:
|1||4210||1989||RPS handles packages weighing up to 100 pounds. (UPS has a 70-pound limit.) It can deliver to 75% of the U.S. population.|
|2||5812||2004||At Starbucks, it takes about three minutes on average from the time a customer gets in line until the order is delivered. That is down about 30 seconds from when the company started measuring five years ago. One step was to stop requiring signatures with credit-card purchases under $25. Processing credit cards had become the longest part of the transaction at the cash register, taking on average 30 seconds. Eliminating signatures sliced the time to 22 seconds.|
|3||7375||2000||Tellme launched a voice-activated telephone service last summer that allows people to call a toll-free number and say one or two words to hear information on topics such as stock quotes, weather, movies and driving directions.|
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