Selling products is worse than selling services
Emphasizing "service" is a common slogan in the furniture industry in recent years. There are often differences between the design and production of furniture and the needs of consumers. Part of the reason is the corresponding changes made in order to adapt to the requirements of architectural design, etc., but it is more determined by the variability of consumers' humanized requirements. In the use of furniture products, consumers are often unfamiliar with product maintenance and daily maintenance, and will also cause more service problems. Therefore, in the field of furniture, "selling products is worse than selling services" has become a common understanding in the industry. For example, Haier's "361 service system" is a living example of "selling services".
As the Haier brand, which has always been known for its high-quality services, it has also shown great attention to after-sales services, and has more intuitive sales services. It is highly summarized with a simple and clear "361 service model": 3 is the installation service of the Trinity; 6 That is, 6 of the installation operations are standardized; 1 is a home phone service.
Three elements of "materialized" service
We need to use the tangible elements in the various processes of brand marketing to make the service products that are invisible and intangible to the brand as substantial as possible. In other words, the brand needs to use all the "tangible clues" of the internal physical environment, employee image, employee service behavior, and external brand carrier, business information, etc. to convey the characteristics and advantages of the service, pass the brand's ability to provide services, and allow consumption The person produces expectations, deepens the experience and forms memories. These "tangible clues" may seem insignificant, but they are likely to affect consumers' final decisions.
1. The service products are tangible. That is to realize service automation and standardization through hardware technologies such as service facilities; by showing certain evidence of services, such as various VIP cards, tickets, etc., on behalf of the service benefits that consumers may get, distinguish service quality, and transform intangible services into tangible services Services to enhance consumers' perception of services.
2. The service environment is tangible. The service environment is the specific place and atmosphere for the furniture brand to provide services and consumers to enjoy the service. Although it does not constitute the core content of the service product, it can bring the "first come" effect to the enterprise and is an indispensable condition for the service product. A fully functional, elegant, clean, bright and harmonious environment will enhance consumers' confidence in enjoying services, generate trust in the enterprise, and produce a good reputation effect. On the contrary, it will make consumers disgusted and take the services provided by the enterprise. Exclusionary attitude. For furniture brands, it is especially important to pay attention to the "service environment" of stores and showrooms.
3. The intangibility of services, especially the trust services in the custom furniture industry, often make the results of services difficult to measure. This requires furniture companies to improve user perception through effective management of the service process. To make an invisible service "tangible" means not only to "speak a good service" but also to "make a good service" so that your service is seen, known, and recited.
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