Designing for superior business performance

You are working through MacMillan and McGrath's consumption chain in the following sections arranged as

1. Pre-purchase

2. Acquire

3. Usage

The Acquire section includes smaller activities that MacMillan and McGrath recommend the consumption chain considers.

Consumption chain - Acquire

Acquire section of the StrategyCAD consumption chain specifically considering ordering, delivery and and satisfaction assurance.

Acquire - Order

Your value proposition may be able to differentiate its product if it can find a unique way to make ordering simpler, faster or more convenient.

Examples:

• Amazon.com has made the process of purchasing a product online easier by storing all of your relevant personal and credit information and allowing you to use their patent “one-click” checkout.

• Amazon.com has made the process of purchasing a product online easier via the ability to schedule repeat orders for recurring purchases

• Amazon.com has made the process of purchasing a product online easier via the ability to order items by voice via Alexa.

To do

1. Identify how a customer can order the offering.

2. Identify opportunities, to make the ordering activity more convenient, cost-effective, or faster for the customer. A more cost-effective ordering method, reduces your switching costs. More convenience may mean when a customer gets inconvenienced ordering an alternative, they order your offering instead.

Order

Enabling a customer to order the offering and ideally in manner superior and/or cost effectively to alternatives / substitutes.

Capture your order consumption chain search hypothesis in this table if not using StrategyCAD™

Acquire - Deliver

Sometimes products purchased need to be delivered, installed, or assembled. Transporting and assembling products can be purchasing blocks for customers, so these services can be a source of differentiation You can differentiate you offering if you can make the delivery process faster, or easier for customers.

Examples:

• Amazon has fastest delivery along with Amazon Prime as one of its value drivers to minimize time between order and satisfaction.

• Kindle and digital music are examples of how digitisation has made delivery instantaneous and cheaper for everyone.

• Delivery, installation, set-up could be the source of an additional revenue model if not provided as part of the offer. That is to keep the price of the offer competitive exclude delivery and installation for customers that can do that themselves, but then provide the additional steps as an additional service when needed.

To do

1. Identify how a customer can recieve your offering.

2. Identify opportunities, to make the delivery, setup, installation easier and superior to alternatives and substitutes.

Delivery

Enabling a customer to take delivery of the offering and ideally in manner superior and/or cost effectively to alternatives / substitutes

Capture your search consumption chain delivery hypothesis in this table if not using StrategyCAD™

Acquire - Satisfaction assurance

A customer may need assistance when using a product or service, or may need assistance to get the most benefit from a product. A company can differentiate on that dimension if it understands what kind of help customers need and can provide that assistance more effectively than other rivals. Moreover, how can a business validate that an offering is delivering the benefits the customer anticipated. In the digital age this should be easier than ever before.

Examples:

• You could request feedback via an email and email link.
  

• You could provide QR code the customer scans for support and/or to provide feedback.

• You could schedule a time with a customer to evaluate how they used the product and whether it met expectations.

To do

1. Identify how a customer can be more sure of being satisfied with this offering.

2. Identify opportunities, to make the assurance certainty superior to alternatives / substitutes.

Satisfaction

Activities that ensure the customer receives the value anticipated.

Capture your satisfaction assurance consumption chain hypothesis in this table if not using StrategyCAD™

Continue . . . Consumption canvas to Post deliver your offering

Next up continue with optional more detailed satisfaction assurance activities, specifically including setup, ussage, service/support and return or disposal.

Advance your strategy productivity

Define, refine and implement your consumption chain faster, easier, collaboratively and better in StrategyCAD™