Keys To Differentiation

How are you different?

The first step is to map the 'consumption chain', the various points at which your customers and potential customers 'touch' (or could touch) your product or service:

The point of first awareness (e.g. through marketing materials or advertising)
The point of locating your product or service (initial purchase or direct pitch)
The point of making the decision between your and competitors' offerings
The point of ordering and purchasing your offering
The point of receiving delivery of your offering
The point of inspecting and processing receipt of your offering
The point of installing or implementing use of your offering
The point of paying for your offering
The point of storing your offering between uses
The point of moving your offering from one location to another
The point of using your product or service
The point of receiving support services from you
The point of returning or exchanging your offering
The point of repairing, maintaining and upgrading your offering
The point of disposing of your offering


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