Servicios demandados al canal

Understanding Customer Expectations in Service Delivery

Identifying Alternatives and Customer Demands

• The discussion begins with the importance of identifying alternatives and understanding customer demands within a service channel.

• It emphasizes the need to analyze what services customers expect from the channel and what the channel can offer.

Concept of Order Cycle

• The "order cycle" is introduced, defined as the time a customer waits to receive a product after expressing intent to purchase.

• This concept applies across different levels of distribution, such as wholesalers to manufacturers or retailers to consumers.

Customer Patience and Product Availability

• Customers generally prefer immediate access to products, illustrated by an example involving tomatoes for a salad.

• In contrast, for luxury items like cars, customers may be willing to wait longer (e.g., one and a half months), indicating varying expectations based on product type.

Geographic Proximity and Online Shopping

• Geographic proximity plays a crucial role in service delivery; customers are more likely to value channels that minimize travel distance.

• The internet enhances accessibility, allowing consumers in remote areas to shop without needing physical proximity to stores.

Distribution Intensity and Lot Size Considerations

• The size of purchase lots is another critical factor; smaller businesses often require smaller lot sizes than larger retailers like Carrefour.

• A well-designed distribution network must accommodate these varying needs by offering appropriate lot sizes tailored for different types of clients.

Distribution Channel Considerations

Importance of Cost Management in Distribution

• The speaker emphasizes the need for cost management when dealing with distributors, noting that they cannot pass on costs to customers if the distributor does not require it.

• It is crucial for the distribution channel to align with the company's pricing strategy and product offerings.

Product Range and Customer Preferences

• The discussion highlights customer willingness to purchase from specialized stores with limited product ranges, such as those selling only Nespresso products.

• There is a contrast between consumer preferences; some may prefer dedicated stores while others find it inconvenient to visit a store solely for one brand.

Convenience vs. Specialization

• Many consumers, including the speaker, prefer purchasing coffee capsules alongside other grocery items rather than making a separate trip for a single brand.

• The decision-making process regarding where to shop is influenced by convenience and the breadth of product offerings available at a location.

Value of Additional Services in Channels

• Customers who value additional services like information, advice, guarantees, and installation are more likely to appreciate diverse distribution channels.

• The importance of physical interaction with products (tangibility), allowing customers to feel materials before purchase, is highlighted as an evolving aspect of retail experiences.