E-Marketing Professionals

Here is how to build in superiority by design rather than by chance in every new service project you undertake:

1. Before development begins, figure out what a superior and differentiated service really is.
• Undertake a detailed user needs and wants study.
• Do a thorough analysis to determine competitors' service strengths and weaknesses.
• Test and verify the service concept throughout development and beyond.

2. Use the five ingredients of a superior service (above) to rate and rank would-be projects through every stage of the process. After all, these are aiming the strongest correlates of profitability.
• Build these items into your screening criteria at the various Go/Kill gates in your new service development process.

• Use these criteria to pick your next project winners.
• Insist that project teams deliver evidence of service superiority at every Go/Kill decision point.

Seek service-market fit
Closely paralleling service superiority as a key driver of performance is service-market fit. Mere are the three winning ingredient of winning fit:

1. These services clearly satisfy a customer or user need.
2. They respond to important changes in customer needs and wants.
3. They fit in with existing customer operating systems, values, and desires