I’ve been thinking recently about how and why some products and services do really well, and others fail dismally. I think it comes down to these three things:
- Create something that people really want or need: The emphasis is on ‘really’. Any successful product exists to satisfy some need or want or solve a customer problem. If there’s no particular need for it, then no amount of effort, money or resource will make it work.
- Deliver it in ways that they want it: This doesn’t just mean the way it’s physically delivered – but the entire process of engaging with the customer and meeting their needs and wants. Service, process, time, efficiency and cost of the product are all factors for consideration.
- Support these customers with exceptional customer service: I think this is the real clincher. Too many products have atrocious customer service. Whether it’s the company that says they’ll call you on Tuesday and then never ring, or the delivery you’re meant to get between 9 and 12 which arrives at 6pm, this sort of thing is a major ‘let-down’ for customers. Exceeding their expectations can pretty much blow them away – and creates a huge level of affinity for your product or service.
This all sounds pretty simple but I’d challenge you to think of the products you’ve seen today – either things you own or things you’ve seen advertised or talked about. Do you, or someone you know, need or want them? Are they delivered well? Are the customers happy with the level of service they received?
If these things are done well, then a product or service has quite a good chance of succeeding.
What do you think?
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