The Product/Service Evaluator is a diagnostic that evaluates how well a product or service meets the needs of
customers from a variety of different respondent group perspectives (customers, users, marketing, management,
sales representatives, etc.). It evaluates quickly and objectively 5 Product/Service Challenges based on
15 Attributes, those direct and indirect attributes that are crucial to the successful introduction
and ongoing sale of a product or service. The Product/Service Evaluator
- Identifies product/services inherent and associated strengths and weaknesses and where improvements can be made.
- Allows for the product or service to be compared to the competition
- Permits management to concentrate on improvements that bring the most value
- Enables comparisons among respondent groups and sub groups
- Enables management to benchmark common support practices and similar product/service characteristics
The Product/Service Evaluator uses a customized questionnaire of 4
questions for each of the 15 Product/Service Attributes answered by managers and employees (the respondents rates each question on a scale of 0-10), and 2
questions for customers and an optional fourth group (e.g. distributors) if required, together with open ended questions. In addition, respondent
categories can be subdivided to meet the specific needs of each organization.
The following table defines each of these 15 Attributes and the 5 Product/Service Challenges that make up the model
on which the diagnostic is based. These Attributes and Challenges are common to
products and services of all types and are made relevant to the specific
product or service by the customized questions.
| 5 Product/Service Challenges |
15
Product/Service Attributes |
PRODUCT/SERVICE VALUE-IN-USE
does the product or service offer excellent value |
| Cost is the product/service priced competitively |
| Usability
is the product/service useful to the target customer |
| Quality does the quality of the product/service meet the expectations of the user |
|
| PRODUCT/SERVICE SUPPORT
do ancillary attributes support the offering |
| Customer Service is customer service at a level that enhances the product/service |
| Documentation Completeness does information describing the product/service meet the needs of the user |
| Information Accessibility is documentation describing the product/service easily and widely accessible |
|
PRODUCT/SERVICE POSITIONING
are the targeted customer’s needs met |
| Customer Definition has the product/service been designed to meet the needs of the defined customer groups |
| Timeliness does the product/service meet the current needs of customers |
| Functionality are the characteristics of the product/service functional and not unnecessarily elaborate |
|
PRODUCT/SERVICE INNOVATION
is the product/service unique |
| State of the Art does the product/service embody state-of-the-art attributes |
| Competitiveness is the product/service competitive in the targeted industrial/retail segment |
| Attractiveness is the product/service and the overall way it is presented attractive to buyers |
|
PRODUCT/SERVICE PROMINENCE
is the product/service adequately advertised and promoted |
| Product/Service Awareness are targeted customers sufficiently aware of the product/service and its characteristics |
| Competitive Comparison can customers easily understand the advantages over the competition |
| Product/Service Availability is the product/service easily accessible to customers who wish to buy |
|
| All CSI diagnostics are implemented in a similar
manner (see “Implementation”) |
|
PRODUCT/SERVICE EVALUATOR
Benefits |
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Benefits from doing a Product/Service Evaluator are
derived from management being able to determine the
strengths and weaknesses of a specific product or service
and the organization practices that support it. The
information in the report with the help of a facilitator
will enhance management’s understanding of how the product or
service is positioned opposite the competition. Management can then decide on whether improvements are
necessary and which will yield the greatest return. Alternatively, the
information can be useful in designing future products.
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| PRODUCT/SERVICE CHALLENGES (COMPARISON OF RESPONDENT CATEGORIES) |
Do managers rate the product or service in the same way as customers? Is management deceived in seeing the product or service in a more favorable light than customers? |
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| COMPETITIVE COMPARISONS |
How do customers compare your product or service to that of
the competition? Which are potential threats to your company? What should be
done about it?
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| PRODUCT/SERVICE ATTRIBUTES |
Do certain customer groups rate your specific product or
service less favorably than others? How will this impact your forecast or
product/service strategy?
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| PRODUCT/SERVICE CHARACTERISTICS |
Can any of the top 5 characteristics or supporting practices as seen by customers be transformed into a competitive advantage? Will any of the bottom five as seen by a specific customer group lead to loss of market share? |
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