value beyond the veterinary transaction · aggregation of marginal gains dave brailsford –team...
TRANSCRIPT
Value Beyond
the Veterinary
TransactionJORGE L. COLÓN DVM MBA
Why offer Veterinary
Service?
Professional Education
Find client within market to use my services
Client’s Needs & Wants
Services tailored to specific group
Marketing Strategy
Segment Market
Specific Target Group
Positioning Strategy
Market Mix
Bundle of Benefits
Good → Price
Service → Customer Experience
Customer Experience
Results of service
Service Success
Customer Satisfaction
Perceived Experience
outcome + process
Servuction Model
Perceived Experience → Quality of Service
Essential to Control
Experience
Service vs. Goods
Intangible
Inseparable
Heterogeneous
Perishable
Customer Satisfaction
Experience with Outcome & Process
Expectancy Disconfirmation Perspective
Expectation vs Perception
Consumer’s Perceived Quality → Differentiation
Differentiation → Value Provision
What question
did she not ask?
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
Satisfied Customer
Repeat
+ve WOM
Insulated
Competition
Price
Dissatisfied Customer
Impossible to meet or exceed all expectations
Do complainers make you fume?
Non-complainers walk away
Dissatisfied Customer
Complaint = clues
Heard & Resolved → client & promoter
Service Recovery Program
ComplaintOpportunity
for Recovery
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
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
Separate from the Pack
Satisfied clients are less price sensitive
Understand Needs
Address / Fulfill /
RecoverPartner
Value Delivery
What’s Your
Differentiation?
Value beyond purchase transaction
Enhance Perceived Experience
Price Competition → Consumer Power
Price winner = Loser
Deliver a level of customer service
where new biz leads to growth
instead of replacing lost sales.
You’re in the
business
of providing
veterinary
medical care
Putting It All Together
Your Old Goal Increased Profits
Your New Goal
Needs & Wants
Service
Experience
Value Delivery
What have we learned
Value Delivery
Price Profits CashPractice
Value
Jorge L. Colón DVM MBA
PO Box 11631 Lexington, KY 40576
www.linkedin.com/in/jorgelcolon
www.jorgelcolon.com