“A customer calls L.L. Bean about a favorite jacket he purchased more than 10 years ago and has recently lost. In a matter of minutes, the sales agent identifies the old jacket, locates a replacement model in the current catalog, suggests a matching size and color, and orders the jacket. The replacement jacket arrives three days later.”Peter Kolesar, Garrett van Rysin, and Wayne Cutler, “Creating Customer Value through Industrialized Intimacy,” Strategy + Business, July 1, 1998, accessed October 7, 2011, www.strategy-business.com/article/19127?gko=81aa7Links to an external site.. How has L.L. Bean added to the customer’s perception of value?
When thinking about customer value, you should plan to address three questions: (a) What do my customers truly value? (b) What do I provide? and (c) How does what I provide differ from my competitors? Select a small business you are familiar with in your local area and write an assessment on how you think that small business management would answer each question. (Small Business is a mom-and-pop dinner called Mama's Daughters)
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“A customer calls L.L. Bean about a favorite jacket he purchased more than 10 years ago and has recently lost.
Full Answer Section
- Friendly and attentive service: Staff who recognize regulars and provide a warm, welcoming atmosphere.
- Family-friendly environment: A place where families feel comfortable and children are welcome.
- Fair prices: Customers feel they are getting good value for their money.
- Connection to the community: Supporting a local business and interacting with familiar faces.
c) How does Mama's Daughters differ from competitors?
Mama's Daughters can differentiate itself through:
- Unique family recipes: Dishes that have a special touch and evoke a sense of nostalgia.
- Personalized service: Remembering regulars' preferences and creating a connection with customers.
- Community focus: Hosting local events or supporting community initiatives.
- High-quality ingredients: Sourcing fresh, local ingredients whenever possible.
- Warm and inviting ambiance: Creating a space that feels like an extension of home.
By focusing on these aspects, Mama's Daughters can create a perception of value that goes beyond just the food. They provide an experience that customers cherish and keep coming back for.
L.L. Bean vs. Mama's Daughters
While L.L. Bean's example focuses on product quality, customer service efficiency, and convenience, Mama's Daughters takes a different approach. They focus on creating a warm, welcoming atmosphere, providing familiar comfort food, and fostering a sense of community. Their value proposition is built on emotional connection and a feeling of being part of something special.
Sample Answer
How Mama's Daughters Creates Customer Value
Understanding Customer Value at Mama's Daughters
a) What do Mama's Daughters' customers truly value?
Customers at Mama's Daughters likely value a combination of factors that contribute to a positive dining experience. Here are some possibilities:
- High-quality, home-cooked food: Customers may seek dishes that remind them of home cooking, made with fresh ingredients and traditional recipes.
- Warm and welcoming atmosphere: A family-friendly environment with friendly service can be a major draw.
- Sense of community: Feeling like a regular and being greeted by name can create a sense of belonging.
- Value for money: Customers may appreciate getting generous portions of delicious food at reasonable prices.
- Supporting a local business: Customers may value supporting a small, family-owned establishment.
b) What does Mama's Daughters provide?
Mama's Daughters likely provides the following:
- Menu of comfort food dishes: Familiar recipes passed down through generations, prepared with fresh ingredients.
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