I want to explain a concept I call the voucher. A voucher it´s a document, with a certain value, that you can redeem it, exchange it,pass it on,… In the same way,think about the average service or customer experience you had within a company, ¿how it was? : – unnoticed, undiferentiated, regular, good, satisfactory,…This leads to an average value, in aggregate terms, wich builds the value curve over time.
It´s known that, according to some reports and personal experience, this value it´s not ranking very high compared to the expectations(both rational and emotional) that the customers are forming related to a product or service. So when you encounter one service or customer experience that goes beyond this average score, you even perceive it better as it is.
Bearing this in mind, you can choose from two main strategies for positioning your product/service customer service or experience:
– First, you can redeem this metaphorical voucher, and go for the “beyond the average” positioning strategy. Benefiting yourself from the increase value in perception, that this option should bring to you.
– An the second is, to just pass on this voucher to your competitive set, and play the “feed the average” game.
¿So, towards wich strategy is your company focusing to?.
