We are all seeing differences in how we shop, work, and experience everyday interactions. Whether it’s a trip to the grocery store, the dentist, the pediatrician, or the garage. Restaurants are literally having to reinvent their customer experiences to accommodate our current and future reality.
This exercise, now a necessity, has been an ongoing process and growth strategy in Blue Ocean Strategy. It’s known as “Testing for Exceptional Utility”. In the past, i.e. last January, companies fell into traps of ignoring measurements of exceptional utility because they were enamored with new technology or the novelty of their product. This is no longer an option.
Once a company has sufficiently drilled down on its offerings through use of a strategy canvas or strategic plan of some kind they can really begin to design for utility. Examples being done in real time today involve Telehealth utilization or store redesigns. Publix Grocery converting all isles into one way lanes is a good example.
A significant Blue Ocean tool for going through the process is the Buyer Utility Map.
I’ll be going through each of the variables in upcoming posts. The buyer utility map helps companies view issues from all the necessary perspectives. It leads to asking the right questions. The variables are known as levers. These are the various ways companies can manage buyer experiences during certain stages such that the lives of customers are improved.
Through disciplined use of this tool and its process, the emphasis is moved from the product, technology, or service and to that of the customer. With a focus of how a customer’s life is improved, companies may significantly increase their business.
If you have questions about this tool or any other tool or process around Blue Ocean Strategy, I’m here to assist. I do a free hour long Blue Ocean Strategy call with anyone that wishes to discuss their business. Schedule your time here!