Very few businesses have products, brands or channels that operate in what Multichannel Forensics (book, study) defines as "Oscillation Mode".
The automobile industry operates in this mode. You buy a car, then you are strongly encouraged to service your car with the dealership. If that relationship goes well, you'll buy your next car from the same dealership.
You "oscillate" between buying the car and servicing the car.
Business models operating in oscillation mode experience more risk than the average business. If the dealership fails to service your car appropriately, you won't buy your next car there. If you don't like the increases in your monthly cell phone, you won't buy your next cell phone from the carrier. If you don't like the credit relationship with your furniture store, you won't buy furniture there again.
The Oscillation Mode business most execute well in diverse areas like sales, support, and credit. The traditional "Equilibrium Mode" business can overcome a bad experience in one product, brand or channel with a good experience in another.
What are examples of business models you work with that are in Oscillation Mode?
Subscribe to:
Post Comments (Atom)
Doing The Hard Work
Let's think about this for a moment ... pretend you are a catalog brand that has survived twenty years of "disruption" ... an...
-
Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs... -
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in... -
You probably run Life Tables for your customer file, right? Right? They've been around forever ( click here for a reference f...
No comments:
Post a Comment