Value Beyond the Veterinary Transaction · Aggregation of Marginal Gains Dave Brailsford –Team...
Transcript of Value Beyond the Veterinary Transaction · Aggregation of Marginal Gains Dave Brailsford –Team...
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Value Beyond
the Veterinary
TransactionJORGE L. COLÓN DVM MBA
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Why offer Veterinary
Service?
Professional Education
Find client within market to use my services
Client’s Needs & Wants
Services tailored to specific group
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Marketing Strategy
Segment Market
Specific Target Group
Positioning Strategy
Market Mix
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Bundle of Benefits
Good → Price
Service → Customer Experience
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Customer Experience
Results of service
Service Success
Customer Satisfaction
Perceived Experience
outcome + process
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Servuction Model
Perceived Experience → Quality of Service
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Essential to Control
Experience
Service vs. Goods
Intangible
Inseparable
Heterogeneous
Perishable
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Customer Satisfaction
Experience with Outcome & Process
Expectancy Disconfirmation Perspective
Expectation vs Perception
Consumer’s Perceived Quality → Differentiation
Differentiation → Value Provision
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What question
did she not ask?
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You don’t leave the barn till all my
questions are answered
No one had ever paid attention or
listened to my needs before
You are too punctual
I wish my personal Dr. cared about
me as much as you care about my
horses
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Satisfied Customer
Repeat
+ve WOM
Insulated
Competition
Price
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Dissatisfied Customer
Impossible to meet or exceed all expectations
Do complainers make you fume?
Non-complainers walk away
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Dissatisfied Customer
Complaint = clues
Heard & Resolved → client & promoter
Service Recovery Program
ComplaintOpportunity
for Recovery
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Recovery Program
Opportunity has a window
Avoid defection & CLV
25K client; 20% PM; 95% RR = $31,666 CLV
Framework for response & resolution
It’s the little things
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Aggregation of Marginal
GainsDave Brailsford – Team Sky
“But Brailsford and his team didn’t stop
there. They searched for 1 percent
improvements in tiny areas that were
overlooked by almost everyone else:
pillow that offered the best sleep, testing
for the most effective type of massage
gel, the best way to wash their hands to
avoid infection. They searched for
1% improvements everywhere.”
Address the little things.
TDF 2012
70% Gold
2012
TDF 2013,
2015, 2016,
2017, 2018
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Separate from the Pack
Satisfied clients are less price sensitive
Understand Needs
Address / Fulfill /
RecoverPartner
Value Delivery
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What’s Your
Differentiation?
Value beyond purchase transaction
Enhance Perceived Experience
Price Competition → Consumer Power
Price winner = Loser
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Deliver a level of customer service
where new biz leads to growth
instead of replacing lost sales.
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You’re in the
business
of providing
veterinary
medical care
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Putting It All Together
Your Old Goal Increased Profits
Your New Goal
Needs & Wants
Service
Experience
Value Delivery
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What have we learned
Value Delivery
Price Profits CashPractice
Value
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Jorge L. Colón DVM MBA
PO Box 11631 Lexington, KY 40576
www.linkedin.com/in/jorgelcolon
www.jorgelcolon.com