Simply stated, business has just two functions, innovation and marketing. But only the seasoned managers understand the complexity behind this simplicity. Buyer Utility Map help managers break the utility for their consumers and generate innovative ideas
People don’t use products, they indulge in experiences Idea generators need to focus on experiences and not on products
Buyer’s experience can be better understood by dividing it into six stages, these are six differentoccasions where marketers can create value for their buyers
How easy it is to find the product, the attractiveness and accessibility of the store, the level of comfort the speed with which purchases are made.
The speed and convenience of product delivery, the ease of unpacking and installing the product.
What training or expert assistance is required while using the product, ease of storing the product, the effectiveness of the product's features and functions.
Other accessories that are used along with the product.
Ease of maintaining the product and the amount of expert assistance required.
If the product generates waste, the ease of disposing drills consumer’s mind off!
These are called six stages of ‘Buyer Experience Cycle’
Thinking ahead, there are six different ways of innovating and creating value in each of these stages
The innovation helps customers do things faster, better or in different ways.