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What you wrap around your product can be more important than the core technology or service you provide. A concept that is most often overlooked in high tech companies, but applies to all products. |
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When developing high tech products, it is easy to get excited about the technology and minimize or overlook the customer’s viewpoint. Amazing feats of technology are only as good as their benefit to a paying customer. By using the Whole Product concept, high tech companies can ensure that customers are not only satisfied with new products but enthusiastic about them. The Device Too many high tech companies rely on a piece of core technology, thinking that the new development is so outstanding that it will sell itself. However, the core technology is merely a “device.” This is what the engineers design, and what the customer actually uses. However, the customer’s experience and perception of value depends on more than just the device itself. To create an outstanding customer experience, high tech companies must also consider the “product packaging” and the “corporate imaging.” Product Packaging To determine what the “product packaging” is, ask the following question. What are the things, processes, services, images, and extra features that can wrap around the core device? We can break this down even further by looking at four areas; the sales process, the device itself, the packaging for the device and the support offered. During the sales process there are many elements of product packaging that can provide value to the customer. These include warranty, pricing, financing, advertising, trade-in policy, and pre-sales support. As an example, consider two firms that sell motors used in other products. One firm has a highly trained sales team that offers engineering support before the sale is made. The customer gets detailed technical questions answered and an analysis of the system to determine the optimal sizing and specifications in order to minimize variability in the customer’s final product. The other company has little more than a glossy brochure and a receptionist trained to take orders and limit the number of inquiries to the engineering staff. Which product has the better sales process packaging? For the device itself, consider the standards supported, upgrade policy, backwards compatibility, product family, and ease of conversion. Product packaging consists of the shipping container, the form factor of the device, color and materials, documentation and graphics and imaging. In the area of support, product packaging includes installation, post-sales support, training, delivery, replacement parts and user groups. Company Imaging When making a purchase or an investment in technology, customers want to know who they are buying from. Will this company be around to support them after the purchase? Is it a market leader? How solid is the company? Some important aspects of the company imaging are endorsements from industry gurus, reputable members of the board of directors, industry “buzz,” backing from known venture capital firms or banks, favorable press or reviews, a professional name and logo, and named first or beta customers. How to Design “Whole Products” The device, the product packaging, and the company image combine to make the “whole product.” Spruce Consulting Group takes clients through a detailed process to design “whole products” from the start. Through deeper understanding of the customer and how they will use the product, clients can focus on the customer’s true requirements and what they will need in a fully augmented product. Spruce Consulting Group works with clients to achieve complete solutions and maximum value.
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