Customer's
priority for improvement
Your
products/service
Your
business
Best-in-class
<<Low
High>>
Product
design
Tailored specifically for the customer
Customised version of a standard
Standardised perfect for most customers
Standardised, fine for most customers
Standardised that customers tolerate
Tailored specifically for the customer
Customised version of a standard
Standardised perfect for most customers
Standardised, fine for most customers
Standardised that customers tolerate
Look
and feel
A 'must-have' cutting edge look
Professional clean cut look
Well finished, but ordinary looking
Poorly finished and looks second-rate
Unfinished and looks tatty
A 'must-have' cutting edge look
Professional clean cut look
Well finished, but ordinary looking
Poorly finished and looks second-rate
Unfinished and looks tatty
Product
free from defects
Defect free 99.99% of the time
Defect free 99.9% of the time
Defect free 99% of the time
Defect free 98% of the time
Defect free 95% of the time
Defect free 80% of the time
Defect free 99.99% of the time
Defect free 99.9% of the time
Defect free 99% of the time
Defect free 98% of the time
Defect free 95% of the time
Defect free 80% of the time
Ease
of first use
No skills or learning needed for first use
Documentation needed for first use
Expert help or guidance for first use
Basic training before first use
Advanced trianing before first use
No skills or learning needed for first use
Documentation needed for first use
Expert help or guidance for first use
Basic training before first use
Advanced trianing before first use
Design
for use
Designed to be simple-to-use day-to-day
Simple-to-use to a degree
Requires careful use by skilled people
Difficult to use and requires expertise
Designed to be simple-to-use day-to-day
Simple-to-use to a degree
Requires careful use by skilled people
Difficult to use and requires expertise
Design
for maintenance
Designed to be simple to service/maintain
Simple to service/maintain to a degree
Requires training for servicing/maintenance
Difficutl to service and requires expertise
Designed to be simple to service/maintain
Simple to service/maintain to a degree
Requires training for servicing/maintenance
Difficutl to service and requires expertise
Product
disposal
Designed to be recyclable or reusable
Can be recycled if required
Requires specialist handling for recycling
Disposal is not our concern
Disposal doesn't apply
Designed to be recyclable or reusable
Can be recycled if required
Requires specialist handling for recycling
Disposal is not our concern
Disposal doesn't apply
Interoperability
Easy to integrate with other products
Can be set up to work with other products
Works with certain other products only
Must be modified to work with other products
Only works stand-alone
Easy to integrate with other products
Can be set up to work with other products
Works with certain other products only
Must be modified to work with other products
Only works stand-alone
Peripheral
parts
Comes with extras as standard
Has a wide range of extra available
Has some extras available
There are no extras available
Extras aren't applicable
Comes with extras as standard
Has a wide range of extra available
Has some extras available
There are no extras available
Extras aren't applicable
Functionality
Leading edge with most upto date features
Good functionality, second to market
Average functionality, nothing special
Basic model
Leading edge with most upto date features
Good functionality, second to market
Average functionality, nothing special
Basic model
Build
quality
Expected time before failure 20 years
Expected time before failure 10 years
Expected time before failure 5 years
Expected time before failure 2 years
Expected time before failure 6 months
Expected time before failure 2 months
Expected time before failure one week
Expected time before failure 20 years
Expected time before failure 10 years
Expected time before failure 5 years
Expected time before failure 2 years
Expected time before failure 6 months
Expected time before failure 2 months
Expected time before failure one week
Availability/delivery
Your
business
Best-in-class
Physical
distribution
Through trade sales only
Specialist stores
Discount warehouses
...plus main shopping streets/malls
...plus corner shops/convenience stores
...plus self-vend machines
Through the trade only
Specialist stores
Discount warehouses
...plus main shopping streets/malls
...plus corner shops/convenience stores
...plus self-vend machines
Direct distribution
Available on-line plus phone plus catalogue
Available phone or catalogue only
Available direct from sales force
Available via agents
Only available through distribution
Available on-line plus phone plus catalogue
Available phone or catalogue only
Available direct from sales force
Available via agents
Only available through distribution
Order
lead time
No wait, just pick up and go
While-you-wait service
Same day delivery
Next day delivery
3-4 days wait
1-2 weeks wait
3-4 weeks wait
2-3 months wait
No wait, just pick up and go
While-you-wait service
Same day delivery
Next day delivery
3-4 days wait
1-2 weeks wait
3-4 weeks wait
2-3 months wait
Deliveries
arriving on time
100% deliveries made on time
95% deliveries arrive on time
90% deliveries arrive on time
80% of deliveries arrive on time
60% of deliveries arrive on time
100% deliveries made on time
95% deliveries arrive on time
90% deliveries arrive on time
80% of deliveries arrive on time
60% of deliveries arrive on time
Deliveries
in full
Always arrive in full
95% arrive in full
90% arrive in full
80% arrive in full
60% arrive in full
Always arrive in full
95% arrive in full
90% arrive in full
80% arrive in full
60% arrive in full
Stock
availability
All products always available from stock
Most main product lines always n stock
Limited product lines always in stock
Stock-out problems are common
All products always available from stock
Most main product lines always n stock
Limited product lines always in stock
Stock-out problems are common
Communication
Your
business
Best-in-class
Brochure
quality
Clear and easy to follow
Look good, but can be difficult to follow
Clear but dull looking
Hard to follow and poorly laid out
Full of jargon and ugly graphics
Clear and easy to follow
Look good, but can be difficult to follow
Clear but dull looking
Hard to follow and poorly laid out
Full of jargon and ugly graphics
Advertising
Interesting and enticing that stand-out
Functional ads similar to many others
Not really aware of advertising
Adverts that turn me off completely
Interesting and enticing that stand-out
Functional ads similar to many others
Not really aware of advertising
Adverts that turn me off completely
Communication
Send mail every week
Send mail every month
Send mail every quarter
Send mail every year
Never mail
Send mail every week
Send mail every month
Send mail every quarter
Send mail every year
Never mail
Account
management
Your
business
Best-in-class
Contact
point
Dedicated account team
Dedicated account manager who we meet
Dedicated account manager via phone
No dedicated service, but feel known
Just another customer, no special service
Dedicated account team
Dedicated account manager who we meet
Dedicated account manager via phone
No dedicated service, but feel known
Just another customer, no special service
Manner
and style
Friendly, want to help you attitude
Will help if you ask
Not really interested in helping
Surly and unfriendly, help grudgingly
Completely unhelpful and confrontational
Friendly, want to help you attitude
Will help if you ask
Not really interested in helping
Surly and unfriendly, help grudgingly
Completely unhelpful and confrontational
Getting
through by phone
Through directly, no waiting
Get through most of the time, but often wait
Can wait, but always through in 30 seconds
Always spend ages on hold
Automated phone system to navigate first
Automated system & never seem to get thru
Through directly, no waiting
Get through most of the time, but often wait
Can wait, but always through in 30 seconds
Always spend ages on hold
Automated phone system to navigate first
Automated system & never seem to get thru
Phone
information
Always knowledgeable and able to help
Usually know answers, will find out otherwise
Never seem to know beyond simple stuff
Don't seem to know anything
Always seem to give the wrong information
Always knowledgeable and able to help
Usually know answers, will find out otherwise
Never seem to know beyond simple stuff
Don't seem to know anything
Always seem to give the wrong information
Call
routing
Never passed on to anyone else
Might be passed on once, but no more
Always passed around 2-3 people
Just passed around, no-one seems to help
Never passed on to anyone else
Might be passed on once, but no more
Always passed around 2-3 people
Just passed around, no-one seems to help
Call
back on enquiries
Always called back in a couple of hours
Always called back in a day
Usually called back in a day
Never called back
Always called back in a couple of hours
Always called back in a day
Usually called back in a day
Never called back
Delivering
on promises
Always deliver on promises
Deliver on 90% of promises
Deliver on 70% of promises
Delivery on 50% of promises
Never seem to deliver on promises
Always deliver on promises
Deliver on 90% of promises
Deliver on 70% of promises
Delivery on 50% of promises
Never seem to deliver on promises
Someone
taking ownership
1st/2nd contact takes ownership of a problem
You have to track down someone to help
You have to repeat the problem each call
No one seems to be able to help
1st/2nd contact takes ownership of a problem
You have to track down someone to help
You have to repeat the problem each call
No one seems to be able to help
Resolving
a problem quickly
100% of enquiries are dealt with on the spot
80% of enquiries are dealt with on the spot
50% of enquiries are dealt with on the spot
30% of enquiries are dealt with on the spot
Always have to wait to resolve enquires
100% of enquiries are dealt with on the spot
80% of enquiries are dealt with on the spot
50% of enquiries are dealt with on the spot
30% of enquiries are dealt with on the spot
Always have to wait to resolve enquires
Queuing
There are very rarely queues
Queues tend to be no more than 2 minutes
Queues are often 5 minutes
Queues of 10 minutes aren't uncommon
Queues of 25 minutes are common
There are very rarely queues
Queues tend to be no more than 2 minutes
Queues are often 5 minutes
Queues of 10 minutes aren't uncommon
Queues of 25 minutes are common
Being
proactive
I'm always phoned immediately re problems
I'm told about problems 4-5 days afterwards
I'm sent a letter about problems and who to call
I'm never told of any problems. I find out
I've never had problems
I'm always phoned immediately re problems
I'm told about problems 4-5 days afterwards
I'm sent a letter about problems and who to call
I'm never told of any problems. I find out
I've never had problems
Empathy
Always understand where I'm coming from
Understand my point, but stick to the rules
Never seem to see the trouble they cause
Don't bother to understand. I feel like a number.
Always understand where I'm coming from
Understand my point, but stick to the rules
Never seem to see the trouble they cause
Don't bother to understand. I feel like a number.
Loyalty
and quid-pro-quos
Give loyal customers special privileges
Occasionally bend rules for loyal customers
Special deals for loyal customers
They ignore the fact I'm a loyal customer
They reward new customers, not loyal ones
They don't care about loyalty at all
Give loyal customers special privileges
Occasionally bend rules for loyal customers
Special deals for loyal customers
They ignore the fact I'm a loyal customer
They reward new customers, not loyal ones
They don't care about loyalty at all
Sales
quality
Ask the right questions and advise honestly
Ask the right questions, then sell their product
Just seem to sell the product
Just expect me to buy
Ask the right questions and advise honestly
Ask the right questions, then sell their product
Just seem to sell the product
Just expect me to buy
Invoicing
Your
business
Best-in-class
Billing
Accurate and no hidden surprises
The odd bill is wrong, but don't quibbles
The odd bill is wrong and is hard to rectify
Difficult to follow and often seem wrong
Accurate and no hidden surprises
The odd bill is wrong, but don't quibbles
The odd bill is wrong and is hard to rectify
Difficult to follow and often seem wrong
Paperwork
Paperwork is all automated so no problems
The paperwork is clear and always correct
Complex paperwork, but normally correct
Complex paperwork, full of mistakes
Paperwork is all automated so no problems
The paperwork is clear and always correct
Complex paperwork, but normally correct
Complex paperwork, full of mistakes
Long
term relationship
Your
business
Best-in-class
Negotiability
Someone I can do business with
Rigid to rules but fair
Very dogmatic, not flexible
Look out for themselves, not good to deal with
Someone I can do business with
Rigid to rules but fair
Very dogmatic, not flexible
Look out for themselves, not good to deal with
Long
term development
Always looking to improve in all areas
Innovations and change is made slowly
Try to improve, but still a bit stuck in their ways
Don't seem to want to improve or innovate
Always looking to improve in all areas
Innovations and change is made slowly
Try to improve, but still a bit stuck in their ways
Don't seem to want to improve or innovate
Providing
us with best value
Always trying increase the value they give
Pushed to better value by competitors
We have to be pushed to get better value
Never seek to offer better value
Always trying to make us pay more for less
Always trying increase the value they give
Pushed to better value by competitors
We have to be pushed to get better value
Never seek to offer better value
Always trying to make us pay more for less
Industry
standing
Leading player in the industry
Top five in the industry
Below top 5, but top specialist skills
An also ran
Small fry trying hard
Leading player in the industry
Top five in the industry
Below top 5, but top specialist skills
An also ran
Small fry trying hard
Trust
Look after you and won't let you down
I trust them to deal honestly with me
Generally trustworthy, but have to be careful
They have had their dodgy moments
Wouldn't touch them with a bargepole
Look after you and won't let you down
I trust them to deal honestly with me
Generally trustworthy, but have to be careful
They have had their dodgy moments
Wouldn't touch them with a bargepole
A desire
to listen
They want to hear what we want and our help
They listen to us occasionally
All we tell them disappears into a black hole
They just tell us, they never seem to listen
They want to hear what we want and our help
They listen to us occasionally
All we tell them disappears into a black hole
They just tell us, they never seem to listen