1. PUTTING THE CUSTOMER FIRST IN PRODUCT DEVELOPMENT Stephen Agar Director, Regulated Business 19 May 2011 The Strategic Mailing Partnership™ supported by Royal Mail
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4. Our products should face four markets Market Advertising Publishing Transactional Social Customer Facing Product Commercial Attributes Operational Attributes Advertising Mail Publishing Mail Business Mail Personal Mail Commercial Attributes Discounts Bundles Incentives Production Format Class Weight Volume Machinability Presentation Entry Level Sortation Container VRD Items per selection
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Editor's Notes
Our product strategy aims to not only to encourage customers to buy more product but also to buy other products to satisfy their needs and better help grow their business In revising the product designs our aim is to: Remove products that make commercial or operational sense Re-price products to ensure they are competitive and profitable Launch products that customers actually want Kill products that customers don’t want or that we can’t deliver consistently. Simplify the product offer and reduce the number of product variants
The End State Vision is: Customer chooses the application they need, the service attributes required and where they want to be on the price line Customers have choice and the ability to select the service and price that is right for them
I had a look at our bulk mail offering via Mailsorttechnical.com – here’s what I think I found
![[object Object],[object Object],[object Object],[object Object],[object Object],What do customers want from our products? Overall our portfolio of products is not rated highly amongst business customers – only 1 in 10 say we are “excellent” in this area (it is not sufficient to be just ‘good’) Offering a range of products and services that are right for your organisation](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)