OK, through your Value Chain analysis you've found that a key part in your assembly directions was terminated. The yellow piece of paper that explained Step 13 in tricycle assembly was erased; the attendant result was a huge up-spike in Helpline calls from frustrated customers inquiring about Step 13.
Your solution-- bring back the yellow. You can email it directly to the clients that call in packaging solutions to the 1-800 Helpline. The frequency of Helpline calls won't decrease right away, you can assist in lowering the period of the calls.
At first look, you might believe the above answer to Step 13 shows an example of a traditional "product packaging" solution. Remember, Package is "your face to the client". The suitable plan reinforces your Brand in the client's mind. There is more to it than that.
See you would not have known the problem existed at all if you hadn't looked for input from Helpline and Shipping personnel in your search for a better understanding of how your business worth chain converges your consumer worth chain.
In his classic Competitive Advantage Michael Porter discusses 2 types of buyer criteria:
use criteria = what your product does for your consumer
signaling requirements = how your consumer believes or feels about what the product provides for them
Unaided, Step 13 in your assembly process isn't easy. When the client checks out the quick directions on the yellow sheet and knows how to appropriately place the range bolt, then it's a breeze.
Numerous online marketers think about signaling requirements and utilize requirements as living in different silos. A minimum of they must, because that's the way their marketing appears. It's as if they never ever talk to their clients about how they actually use their items.
In reality, indicating requirements can reinforce usage requirements and assist to place you in an extremely effective position, especially versus a rival that has an exceptional product.
Picture that your # 1 rival in the Trike business has no Step 13 in their assembly. They utilized to, however they got so many grievances they engineered it out of the process. To an individual not trained in marketing, it might appear that this is a benefit the rival will use to crush you. You can turn it into a non-event with proper use of the yellow-sheet explanation sheet.
Efficiently, you "out-signal" your competitor's engineering advantage and negate it.
Can you always do this? Of course not. Inside the mind of the consumer, we typically run at a more detailed parity with our competitors than we think.
It's our job as online marketers to ensure we do everything we can to signal to the customer that our item is, in fact, performing for them approximately their expectations, not ours.
And a Value Chain analysis is a fantastic tool to insure that happens