Product development has been highlighted as decisive for the prosperity and success of any company. This is because, through product development and introduction of products (including services, new possibilities and markets starts to emerge which organizations to take advantage of. Some of the solid foundation for new product development has been pointed out to be innovative input from customers and markets. This is because information obtained from customers or customer’s involvements with the new product range development will strengthen Company’s ability to stay abreast in new product development; because they will be development products and services that are demanded by customers.
In innovation and marketing literature, the company-user approach (normally associated with the customer-active paradigm and the work of Von Hippel, 1978, 1986) has been pinpointed as the most appropriate knowledge and information accessing approach. This has been made much easier by the availability of internet technology as companies can now source number information from customer across the world, process them in their systems and store this information in their database for future reference.Tescon.com understood this approach and implemented it to the climax under Wade-Gery’s leadership. The company conducted test approaches for many months with specific markets and upon success implemented this approach into all their locations. By 2005, Tesco.com already offers 150,000 orders delivery to household and coupled this service with non-tangible service offerings by purchasing e-Diet.com for ₤ 2million and offering other services such as broadband, music download, network provisions and movie renting.
Through product diversification, Tesco.com was able to penetrate numerous markets and acquire huge markets shares in the UK and Ireland. This is because compared to their customers, they are not focused in groceries anymore and by providing more services and products, their customers can do all their shopping at Tesco.com. For instance, customer can reload their phones, subscribe for broadband, rent movies, download music and read e-Diet articles then finally shop for their groceries at Tesco.com. This provided convenience to the customers thus making their loyal and satisfied.
Improved customer experience online
As the internet unfolded and e-businesses started to emerge, many brick-and-mortar retail service firms moved to have online presence. While the internet offers great potentials for as a low-cost distribution channel, it also possesses its setbacks. On another approach, internet technology has become more prominent with firm-customer relationship and has changed customer service delivery to a high extent, but the uncertainty streaming from the evolving and technology-driven customer experience leaves firms grappling for best approaches to solve these leverage.
Compared with conventional service method where customer has to wait to be served, customer-firm relationship in e-service has undergone substantial transformation. Due to expanding technology in service delivery, customers nowadays have evolved from an integral part of service processes to become partial employees and co-producers of services. Although this shift results in positive behavioral intentions in general, individuals with certain psychological profiles might react differently to tech-based services.
As online customers seek to interact, enjoy, be entertained, and learn, the rate of communication inflow and outflow is considered essential in determining customer’s experience. This is because fast communication flow aided with easy to understand scopes will make customers more willing to undertake the online experience. This will also reduce their psychic costs of seeking ways to resolve technical problems that are sometimes beyond their knowledge and capabilities.Teaco.com took this issue serious compared with their customers, because they implemented at formula that increased customer experience in their website by reducing the time it takes to complete transaction from a whopping one hour plus to just 35 minutes. Offering improved customer services and faster transaction time is one of the essential approaches that have pioneered Tesco.com to online warrior as customers can complete more orders than they can previously do. This approach also increased their service delivery and improved customer-relationship management system as the formula provided easy to understand approaches with product and service ordering thus, giving them a competitive edge over their competitive as customer got more value for money compared to other grocery retailing websites.
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