Operations

Product Knowledge

Product Knowledge Jonathan Poland

Product knowledge refers to the ability to effectively communicate information and answer questions about a product or service. This knowledge is considered essential for anyone who interacts with customers, investors, or the media, such as executives, salespeople, marketers, and customer service representatives. Organizations may offer product knowledge training to help ensure that their employees have the necessary knowledge and skills to effectively promote and support their products. Product knowledge is important for building trust and credibility with stakeholders, and can help drive sales and improve customer satisfaction. The following are common types of product knowledge.

Customer
How the product addresses customer needs. For example, a salesperson who is able to analyze customer needs to develop a proposal to sell the product.

Brand
The identity of the product on the market. For example, a salesperson in a luxury fashion shop who can talk about brand legacy.

Customer Experience
Knowledge about the end-to-end customer experience offered by a product or service.

Competition
How the product or service compares with the competition.

Industry
Knowledge of industry trends, concepts and terminology surrounding your product.

Use
How to use the product.

Complementary Products
How to use other products that are commonly used together with your product. For example, if your software runs on a particular operating system customers will be surprised if you’re out of your depth in that environment.

Configuration
How to install and configure the product.

Troubleshooting
How to fix problems with the product. This often has several different levels. For example, some problems can be fixed from the user interface and others require a software developer or engineer.

Specifications
Specifications of the product including the meaning of related terminology.

Customization
Knowledge of elements such as APIs that allow customers to customize and extend products and services.

Integration
How to integrate the product with other things. For example, how to connect a mobile device to a particular type of network.

Policy & Procedure
The policies and procedures that guide products and service. For example, a salesperson who can describe the restrictions on different types of software licenses.

Mission & Vision
What the product, service or brand is trying to achieve and where it’s headed. Often useful for answering basic questions such as “why should I buy this?”

User Intent

User Intent Jonathan Poland

User intent refers to the goal or objective that a person has in mind at a given moment. Modeling user intent can help improve user interfaces and services, such as search engines, and can also be useful in marketing efforts, such as conversion optimization. By understanding the intent behind a user’s actions, it is possible to provide more relevant and personalized experiences, leading to better user satisfaction and engagement. The following are examples.

Commercial
The user is looking to buy something or sign up for a service. For example, a search query such as “presents for Father’s Day.”

Commercial Research
A user is conducting research that is commercially relevant such as planning a project or business strategy. For example, “sales automation platforms.”

Problem Solving
A user has a problem they are trying to solve. For example, “computer feels hot and crashes.”

Personal Research
A user is conducting research out of personal interest that may lead to commercial relationships. For example, a fashion enthusiast is interested in what’s going on at fashion week and discovers an interesting new brand.

Media Research
A media creator such as a blogger or video producer is researching a topic that may lead to publicity for a brand, technology, topic or issue.

School Research
A student is doing research for a school project. For example a search query such as “the impact of technology on culture.”

Entertainment
The user is looking for entertainment. For example “cute funny cats.”

Customer Service Techniques

Customer Service Techniques Jonathan Poland

Customer service is any person-to-person exchange between a business and a customer. Developing successful customer service is essential for any company to succeed in the market. Many companies evaluate its success solely on measuring how happy their customers are with certain products or services. It’s necessary to have a strategy to best suit your customers’ needs and mentality.

Customers want to be treated as unique and have specific needs, so it’s important to understand their personal situation and find ways for them to collaborate and continuously build a relationship with your brand. The last thing you want is for them to feel like they’re just being pushed through “the same old” service process or dealt with as a commodity. As such, automation and processes for customer service tend to be less important than a firm’s corporate culture. The following are a few customer service techniques and practices.

Customer Relationships

Customer Relationships Jonathan Poland

Customer relationships refer to the interactions between a business and its potential, current, and former customers. These interactions can take various forms, such as personal conversations, communications through various channels, and interactions with products, services, and environments. Building strong customer relationships is essential for businesses, as it helps to foster customer loyalty, promote positive word-of-mouth, and drive long-term growth. To build strong customer relationships, businesses need to focus on providing high-quality products and services, addressing customer concerns and needs, and creating a positive customer experience. By doing so, businesses can create long-lasting, mutually beneficial relationships with their customers.

Public Relations
Public relations is the process of communicating with the stakeholders of a firm including investors, customers, employees, partners, media representatives, influencers, industry insiders, governments and communities. Public relations impacts the perceptions of a firm amongst potential, current and former customers.

  • Communication
  • Corporate Identity
  • Corporate Reputation
  • External Stakeholders
  • Integrated Marketing Communications
  • Message Framing
  • Primary Stakeholders

Promotion
Promotion of products and services such as advertising and events. This can have a impact on how customers feel about you in areas such as image, reputation and quality.

  • Advertising
  • Alliance Marketing
  • Attention Economics
  • Marketing Messages
  • Mere Exposure Effect
  • Nudge Theory
  • Target Audience

Business Relationships
The process of building relationships with business customers in areas such as sales, operations and customer support. It is common for business customers to be given an account executive as a single point of contact for requests and inquiries.

  • Customer Lifetime Value
  • Customer Retention
  • Influencing
  • Managing Expectations
  • Negotiation
  • Personal Selling
  • Prospecting
  • Sales Development

Product Experience
The day-to-day interactions between your customers and your products and services. Product experience can cause a customer to develop goodwill towards your brand or cause them to be dissatisfied. For example, a software product that often shows a customer an error message, disrupting their productivity, may cause dissatisfaction that damages the customer relationship.

  • Bliss Point
  • Customer Perceptions
  • Customer Satisfaction
  • Principle Of Least Astonishment
  • Product Design
  • Quality
  • Usability

Customer Service
Customer service is any interaction between your brand and the customer that is relevant to the delivery of your obligations to the customer. This can be a personal interaction such as a request to front desk staff at a hotel or an interaction with a self-service tool such as an inquiry on a website.

  • Anticipating Objections
  • Customer Advocates
  • Customer Is Always Right
  • Escalation
  • Product Knowledge
  • Self Service
  • Ticket Management

Brand Experience
Brand experience is the end-to-end set of interactions that influence a customer’s view of your brand. This can include word of mouth or media information about your brand. It also includes how customers feel about your brand such as perceptions of your brand name and visual symbols.

  • Brand Awareness
  • Brand Culture
  • Brand Identity
  • Brand Image
  • Brand Legacy
  • Moment Of Truth
  • Visual Branding

Lead Users
A lead user is a customer that is engaged with your brand such that they contribute to building it. Firms may engage users who are pushing their products to their limits to guide design and marketing. Alternatively, firms may engage all customers as partners or engage a culture, super culture or subculture that is related to the brand.

  • Context Of Use
  • Customer Expectations
  • Customer Motivations
  • Customer Requirements
  • Experience Sampling
  • Ladder Interviews
  • Market Research

Customer Satisfaction

Customer Satisfaction Jonathan Poland

Customer satisfaction is the practice of measuring how happy customers are with a brand’s products and services. This is typically done by collecting feedback from customers through surveys, ratings, and other evaluation tools. Customer satisfaction is a key metric in marketing, as it helps businesses understand how well they are meeting the needs and expectations of their customers. By gathering this information, companies can identify areas for improvement and implement strategies to enhance the customer experience.

The concept of customer satisfaction dates back to the early 20th century, and there are several well-known customer satisfaction indexes and metrics that are used by businesses today. Many companies also develop their own metrics and methodologies to measure customer satisfaction. By regularly tracking customer satisfaction, businesses can gain valuable insights into their customers’ experiences and make data-driven decisions to improve their products and services.

Customer Service

Customer Service Jonathan Poland

Customer service is the practice of providing support, assistance, and guidance to customers before, during, and after a purchase. This can include activities such as answering customer questions, providing product information, offering technical support, and handling complaints and returns. Customer service is an essential part of the customer experience and can have a major impact on customer satisfaction and loyalty.

Effective customer service involves providing timely, accurate, and helpful assistance to customers. This can be done through a variety of channels, such as phone, email, chat, or in-person. In order to provide high-quality customer service, companies need to have well-trained and knowledgeable staff who are able to handle a wide range of customer inquiries and issues.

Good customer service can help to build trust and loyalty with customers. By providing timely, helpful assistance, companies can demonstrate that they value their customers and are committed to meeting their needs. This can help to increase customer satisfaction and retention, leading to higher sales and revenue.

On the other hand, poor customer service can damage a company’s reputation and lead to customer frustration and dissatisfaction. This can result in lost customers and revenue, as well as negative word-of-mouth and online reviews. Therefore, it is important for companies to prioritize customer service and invest in the training and support necessary to provide high-quality assistance to customers.

In conclusion, customer service is an essential part of the customer experience and can have a major impact on a company’s success. By providing timely, helpful, and accurate assistance to customers, companies can build trust, increase satisfaction, and improve their bottom line. The following are examples of measurable customer service goals.

Customer Satisfaction

Customer satisfaction is a measure of customer experience that is determined by simply asking customers to rank their satisfaction on a scale. Improve customer satisfaction by planning for common service interactions and reviewing ways that service can succeed or fail. Goal: customer satisfaction to 80% or higher.

Churn Rate

Churn rate is the percentage of your customers who cancel their accounts in a period of time, usually a month. Reduce the churn rate of customer accounts by automatically informing them when there is a problem with their service and updating them as to when the issue is expected to be resolved. Goal: reduce churn to 5.7% per month from the current rate of 6.6%

Customer Experience

Measuring specific elements of the customer experience. Increase the number of customers who are granted complementary early check-in by 60% by updating the status of rooms every 40 minutes as opposed to the current process that can take as long as 3 hours.

Customer Perceptions

Measuring specific elements of the customer experience in terms of customer perceptions. Increase the percentage of customers who rate our self-service tools as useful to 65% from the current rating of 15%.

Response Time

The response time for customer requests such as a question submitted through digital channels. This is usually measured as the time from customer request to a response by a person. In other words, automated responses are often not included.
Increase response time for order inquiries by 44% to 3 hours or less.

Turnaround Time

Turnaround time measures end-to-end service times from the customer’s perspective. Decrease the turnaround time for drink orders to rooms to 7 minutes from 18 minutes.

Throughput

Throughput is the amount of work completed in a period of time. Increase the throughput of the customer service desk to 2.6 guests a minute for the morning rush by streamlining the checkout process.

Service Quality

Measuring elements of service quality and targeting improvements. Increase the on-time performance of high speed train services to 99.5% from the current rate of 98.9%.

Interaction Quality

The quality of customer interactions such as the percentage of customers who feel that a question was answered well. Improve the percentage of order cancellation requests that result in a canceled order by requiring partners to accept cancellation requests if the order hasn’t been sent yet. Target: improve successful order cancellations to 70% from the current rate of 45%.

Productivity

Productivity measures such as the number of passengers checked-in by an airline counter per employee per hour. Improve check-in productivity to 23 passengers per representative per hour by assigning staff to help customers with self-service check-in.

Service Levels

Service levels are goals for the performance of a service such as the call abandonment rate of a call center. Reduce call abandonment rate to 8.4%.

Quality Control

Quality control is the practice of measuring and monitoring service quality. Increase quality control monitoring by 40% to 1.2 million calls a month.

Revenue

Customer service teams may have revenue generating functions. Generate revenue from upgrades at the check-in counter of $1.2 million a month.

Sales Volume

Sales volume is the practice of counting revenue in units. Generate 1200 upgrades to business class at the check-in counter each month.

Cost Effectiveness

Cost effectiveness is the cost required to produce a desired result. Reduce the cost of customer referrals by 11% to $87.40.

Customer Acquisition Cost

Customer acquisition cost is the total cost of obtaining a new customer. Reduce customer acquisition cost to $211 by introducing rewards for customer referrals.

Customer Lifetime Value

Customer lifetime value is the average total spend of a customer before you lose them to a competitor. This is a function of churn and revenue per customer per month. Increase customer lifetime value to $5,000 by offering more rewards for frequent stays.

Customer Recovery

The percentage of customers who were at risk of leaving who you manage to retain. Improve customer recovery to 50% by offering to wave fees for a year when customers of more than 5 years try to cancel their accounts.

Share of Wallet

Share of wallet is the percentage of customers spend on a product category that goes to you. Increase share of wallet to 40% for private banking clients.

Occupancy Rate

Occupancy rate is the utilization of a space for a customer that occurs at a time and a place such as a seat on a flight. Improve the dinner time occupancy rate of the 3rd floor restaurants to 80% by offering coupons to guests at check-in.

Attach Rate

Attach rate is the percentage of customers who accept an upsell offer. Increase the attach rate for inflight duty free purchases to 9.5% by providing a catalog in the seat pocket on each eligible flight.

Ratings & Reviews

Targets for ratings, reviews and social media feedback. Improve ratings for the hotel to above 4 stars on popular travel sites by aggressively offering free upgrades at check-in to fully utilize our inventory of premium rooms.

Feedback & Engagement

Targets for gathering feedback, ratings and ideas from customers. Engage customers to get their ideas. Target: 20 or more customer ideas for service improvement documented by customer advocates.

Complaint Count

The number of complaints, issues or problems that are reported to you by customers. Reduce customer complaints about construction noise by explaining the current situation when they book a room and again when they check-in. Goal: reduce complaints by 50% and improve customer satisfaction by 10% by apologizing upfront and keeping the customer informed.

Service Culture

Service culture are intangible elements of a team that impact customer service such as attitude towards customers. Sample tone, demeanor and professional language to measure and improve the friendliness of staff at the front desk. Goal: measure 5% of interactions, baseline and improve by 20%.

Process Improvement

Process Improvement Jonathan Poland

Process improvement is a systematic approach to identifying and implementing changes to processes within an organization in order to improve efficiency, effectiveness, and overall performance. This type of improvement can be applied to a wide range of processes, including business processes, manufacturing processes, and administrative processes.

There are several different methods and tools that can be used to identify opportunities for process improvement. These include process mapping, which involves creating a visual representation of a process in order to identify inefficiencies and areas for improvement; process analysis, which involves gathering and analyzing data in order to identify potential improvements; and benchmarking, which involves comparing the performance of an organization’s processes to those of other organizations in order to identify best practices.

Once potential areas for improvement have been identified, the next step is to develop and implement a plan to make those improvements. This can involve a range of activities, such as streamlining processes, introducing new technology or automation, and implementing new policies and procedures.

One of the key benefits of process improvement is that it can help organizations to increase efficiency and productivity. By identifying and eliminating inefficiencies and bottlenecks, organizations can reduce the amount of time and resources required to complete tasks, which can lead to cost savings and improved performance.

In addition to increasing efficiency, process improvement can also help organizations to improve the quality of their products and services. By implementing changes that reduce errors and improve consistency, organizations can deliver higher-quality products and services to their customers.

Overall, process improvement is an important strategy for organizations that want to increase efficiency, improve performance, and deliver higher-quality products and services. By systematically identifying and implementing changes to their processes, organizations can achieve significant improvements in their operations. Here are some examples.

Waste

Process improvement eliminates waste. This can include wasted time, effort, movement, energy and materials. For example, a carpenter who puts the nails they need in a belt so that they don’t have to reach or search for the parts they need.

Addition

Adding to a process such as a carpenter who begins to inspect delivered wood for defects before accepting it.

Subtraction

Removing from a process. For example, a bank that removes 3 questions from a mortgage application that don’t correlate to any meaningful differences in risk or compliance.

Design

Adding design steps to a process such as a construction company that models a renovation in a simulator before ever building anything.

Planning

Adding or removing planning steps within a process. For example, a sales team that removes the requirement that sales people develop a plan for each account because they always produce low quality work that doesn’t impact revenue.

Priorities

Structuring the priorities of your process. For example, a manufacturing line where every employee knows that safety is the priority such that stopping the line for a perceived safety issue is always the right thing to do.

Ownership

Structuring authority to make your process more efficient. For example, a restaurant where all staff have the authority to action customer complaints in a reasonable way such as a refund for a menu item.

Tools

Changing the tools used in a process. For example, a designer who massively improves their design process by switching from a difficult to use operating system.

Synchronous Steps

Doing work at the same time. For example, a bank that has 4 week project planning cycles that run at the same time as 4 week project implementation cycles such that they plan for the next change while the current change is implemented.

Asynchronous Steps

Doing one thing at a time. For example, a construction company that completes foundation work before beginning framing.

Bottlenecks

Identifying steps or resources that are slowing down your process. For example, a government process that takes 1 day to process an application and 17 days to get official sign off on the processing.

Right Time, Right Place

Getting the resources that you need such as labor and machines together at the right time and place. For example, a call center application that automatically shows a summary of a customer’s account and recent transactions to the agent serving the customer.

Pull Processes

Allowing demand to pull supply in order to avoid waste. For example, a car manufacturer that doesn’t manufacture your car until you order it.

Last Responsible Moment

Last responsible moment removes the inefficiency of being too proactive by delaying things until they really need to be done. For example, an ecommerce company that delays fulfilling an order for 5 minutes after it is placed because a fraction of customers instantly regret their order and cancel within a few minutes.

Automation

Automating manual steps such as a house builder that automatically produces a basic architectural design from a set of customer requirements.

Toil Elimination

Toil is work that people find unpleasant. This is a natural target for automation or outsourcing. For example, a order fulfillment center that automates physically repetitive order picking tasks.

Continuous Improvement

A particular approach to process improvement that calls for incremental change over transformational change. This can be quite conservative and is inappropriate for processes that are severely broken. However, continuous improvement works where you are already somewhat efficient.

Process Reengineering

Process reengineering is an alternative to continuous improvement that seeks to transform a process as opposed to slowly improving it. For example, an ecommerce company that builds a completely automated order fulfillment process from the ground up without reference to the existing manual process.

Process Analysis

Process analysis is the practice of documenting a current business process. This can be surprisingly difficult as it is common for different stakeholders to communicate completely inconsistent understandings of the same process.

Gap Analysis

Gap analysis is the process of identifying where a current process fails to meet requirements or where the current process is simply irrational and inefficient.

Root Cause Analysis

Root cause is the true source of a problem where their may be hundreds of symptoms that look like causes but aren’t. For example, poor customer service that isn’t caused by employees or training but rather an inefficient software tool that adds stress to every customer interaction.

Bottom-up Improvement

A process that allows ideas from anywhere to flow into your process improvement efforts. For example, an airline that changes its check in process based on a suggestion from a passenger.

Restructuring

Changing an organization in order to make a process more efficient. For example, a bank that changes its IT department so that the developers who write code are always fully responsible for supporting that same code in production in order to eliminate political inefficiencies between development teams and operations teams.

Management Accounting

Management accounting is the process of measuring processes. This is required for process improvement as you can only confirm a process improved if you can measure it.

Process Optimization

The process of measuring a process, changing it and measuring again. This is essentially a series of experiments.

Optimization Myopia

The practice of becoming blinded by optimization whereby you miss the big picture. For example, a firm that become so obsessed with reducing costs on a production line that they end up sacrificing quality resulting in severe revenue decline and loss of brand value.

Be Careful What You Measure

Be careful what you measure is the observation that optimization often works very well such that intended consequences can result. For example, a process that optimizes for cost that ends up decreasing employee work satisfaction such that turnover increases 10x.

Systems Thinking

Systems thinking is the opposite of optimization whereby you try to consider the total impact of a change to processes. For example, an airline maintenance process that uses mise en place strategies to try to reduce latent human error.

Product Markets

Product Markets Jonathan Poland

A product market is a venue where buyers and sellers can exchange goods or services. Product markets can be large and competitive, such as an online marketplace or a stock exchange, or they can be small and relatively non-competitive, such as a farmer’s market or a roadside fruit stand. Product markets can serve different types of buyers and sellers, including consumers, businesses, and governments. The purpose of a product market is to facilitate the exchange of goods and services, and to help buyers and sellers find each other and agree on a price. Product markets are an essential part of the economy, as they allow businesses to generate revenue and provide consumers with the goods and services they need. The following are some common examples.

Airport Concessions Art Galleries
Auction Sites & Apps Auctions
Automotive Showrooms Barter
Brand Apps Brand Showrooms
Buy / Sell Classifieds Catalog Merchant
Christmas Markets Co-operatives
Conferences Convenience Stores
Custom Product Services Department Stores
Direct Marketing Dollar Stores
Drug Stores Ecommerce Sites
Events, Festivals & Concerts Factory Outlet
Fair Concessions Farmers Markets
Fashion Retailers Fast Food Restaurants
Fish Markets Flagship Locations of Brands
Flea Markets Flower Shops
Franchises Fruit Markets
Fruit Stands Garage Sales
Gift Shops Grey Market
Hobby Shops Home Improvement Retailers
Hotel Shops In-flight Shopping
Individual Sellers Infomercials
Jewelry Shops Kiosks
Liquidators Luxury Retailers
Mail Order Sales Malls
Mobile App Stores Personal Selling
Product Demonstrations Product Subscriptions
Real Estate Agents Real Estate Developer Showrooms
Refurbished Goods Sellers Resellers
Seasonal Markets Shopping Channels
Souvenir Shops Specialty Shops
Sports Stores Street Food
Subscription Boxes Super Stores
Supermarkets Surplus Shops
Telemarketing Theater Concessions
Thrift Stores Toy Stores
Traveling Salesperson Vending Machines
Wholesale Markets

Fast food can be considered a product because most of its value is tangible. This can be contrasted with a fine restaurant that offers mostly intangible value. The latter is considered a service.

A flagship location is a large retail location that is often in a posh location. These are designed to show off the best of a brand and often serve as a brand symbol and media center.

A grey market sells a product without official permission from the producer. For example, an American retailer that imports French chocolates that aren’t officially available in the United States.

Liquidators sell undesirable or excess inventory at a steep discount. For example, an unpopular color of product that a manufacturer sells cheaply to clear inventory.

Generally speaking, homes are a product but land is a special type of asset that doesn’t typically depreciate in value.

It is common for businesses to purchase products through personal selling and wholesale markets. For example, a bank that negotiates prices for stationery with a large office supply firm that then regularly reorders these supplies with a telephone or digital service.

Types of Process

Types of Process Jonathan Poland

A process is a systematic, controlled, and repeatable way of working that is used to achieve specific goals or outcomes. Processes are commonly used by businesses, teams, and individuals to increase productivity, create consistent and high-quality work products, and promote transparency. A process typically involves a series of steps or tasks that are performed in a specific order, and it may include inputs, outputs, and decision points. By following a well-defined process, businesses and organizations can improve efficiency and reduce the likelihood of errors or mistakes. Examples of processes include manufacturing a product, completing a project, or providing a service. The following are the basic types of process with examples of each.

Procedures

Procedures are a series of repeatable instructions for accomplishing a task. A procedure is a simple type of process. Likewise, more complex processes can include multiple procedures. For example, a procedure for showing a guest to their room that is part of a greater check-in process.

Procedure:
Showing a hotel guest to their room

1. Take the guest’s luggage.
2. Direct them to the elevator.
3. Direct them to the room.
4. Gently place the luggage on the luggage rack by the door.
5. Explain features of the room as required.
6. Answer any questions.
6. Tell the guest to enjoy their stay and depart by closing the door behind you while facing the guest.

Checklist

A checklist is a process or subprocess that allows steps or tasks to be completed in any order.

Checklist:
Clean Guest Room
□ Change linens
□ Replenish toiletries
□ Collect garbage

Business Rules

Business rules are formal logic that can be applied to work steps, tasks and activities. These are commonly included in processes.

Procedure: Cleaning Entry to Guest Room
Knock twice and wait 40 seconds. Listen for activity.

If the guest is in the room but doesn’t answer the door, call the room later by telephone.

If the guest is in the room, ask for permission to clean the room.

If the guest refuses cleaning, ask what time would be convenient.

If the guest is not in the room, enter to clean the room.

Workflow

A workflow is a process that includes both automation and human steps. For example, a check-in process at a hotel that includes human interaction, user input and computer code that performs tasks such as searching for a suitable room based on a customer request. Business rules are often automated in a workflow. The human steps in the workflow may be associated with procedures and checklists that are system validated to prevent human error.

Each step in a workflow is typically a screen. In the background, a system may do automated processing between each screen or while each screen is in process.

Automation

Processes can be fully automated with no human steps. For example, a cloud service that instructs solar panels to clean themselves as part of a maintenance process.

Continuous Improvement

Continuous improvement is the repeated and ongoing process of measuring, changing and measuring again. Where changes are small, this is a process of optimization. Where changes are big, this is a process of experimentation. Continuous improvement can be applied to any type of work including processes themselves. For example, a designer who changes their creative process a little with each project to try to continually improve their productivity and results.

Management By Exception

It often doesn’t make sense for a process to handle obscure conditions that rarely occur. Management by exception is the practice of implementing processes that handle most cases in a systematic way and allowing human decision making to handle exceptions. For example, an airline where a manager can override business rules implemented by a system where a customer has some reasonable argument as to why they are an exception to a rule.

Examples of Products

Examples of Products Jonathan Poland

A product is something that has value and can be sold on a market. In order for a product to be sold, it must be standardized and produced at a large enough scale to meet the demand of consumers. A product can be a tangible item, such as a car or a piece of clothing, or it can be a service, such as a massage or a haircut. The value of a product is determined by the market, which is the group of people or organizations who are willing to buy it. Products are an essential part of the economy, as they allow businesses to generate revenue and provide consumers with the goods and services they need. The following are illustrative examples.

Convenience Products

Convenience products are products that customers buy without much of a decision making process. These are mostly everyday inexpensive things. In this category, brand recognition is important as customers are likely to buy products they recognize.

  • Beverages
  • Candy
  • Cosmetics
  • Food
  • Over-the-counter Medicine
  • Small Household Items

Shopping Products

Products that often involve a relatively intensive decision making process on the part of the customer. In this category, there is some room for brands that customer’s don’t recognize simply because they are thinking more about the purchase.

  • Appliances
  • Clothing
  • Electronics
  • Hobby Supplies
  • Home Improvement Goods
  • Sporting Goods
  • Tools
  • Vehicles

Heterogeneous Products

Shopping products that are differentiated with functions, features and customer experience. This allows niche producers to compete if barriers to entry aren’t too high.

  • Bicycles
  • Drills
  • Fishing Equipment
  • Mobile Devices
  • Speakers & Headphones
  • Toys
  • Vacuum Cleaners
  • Video Games

Homogeneous Products

Products that don’t have meaningful differences in functions and features but are worth a decision making process due to quality, brand, price or style. Not to be confused with a commodity.

  • Backpacks
  • Cutlery
  • Fashion
  • Footwear
  • Jewelry
  • Sunglasses

Commodities

A commodity is a product that customers view as interchangeable and identical. In this case, consumers purchase on price alone such that producers have to accept a market price.

  • Apples
  • Chemicals
  • Economy Flights
  • Electricity
  • Gold
  • Low Tech
  • Paper
  • Wood

Premium Products

Products that offer greater quality than a standard item. This can include any type of product, including commodities whereby a producer tries to stand out from the crowd based on quality. Small firms can often compete using this strategy.

  • Artisanal Food
  • Fine Dining
  • Handcrafted Items
  • Healthy Food
  • High Quality Tools
  • Limited Edition Books

Luxury

Expensive products that target customers with little or no price sensitivity. This includes products that target the wealthy and product categories where people like to overspend such as weddings and fashion.

  • Events
  • Jewelry
  • Luxury Cars
  • Luxury Fashion
  • Luxury Home Furnishings
  • Luxury Travel
  • Posh Restaurants
  • Spas

Affordable Luxury

Successful luxury brands come to symbolize various types of social status, particularly wealth. It is common for such brands to leverage this status with somewhat less expensive versions of products that are sold on brand image alone, often with a minimum level of quality. Such brands are often careful to differentiate between the luxurious and affordable versions of their products so as to retain their luxurious image.

  • Chocolates
  • Compact Sized Cars From a Luxury Brand
  • Cosmetics
  • Fashions
  • Handbags
  • Jewelry
  • Perfumes
  • Tiny Rooms in a Posh Hotel

Inferior Goods

An inferior good is a product that people purchase less as their income rises. This indicates high price sensitivity, although inferior goods aren’t necessarily commodities.

  • Convenience Foods
  • Fast Food
  • Payday Lending
  • Secondhand Goods

Fast Moving Consumer Goods

Fast moving consumer goods are supplies that run out quickly such that customers purchase them frequently. This tends to be lucrative and therefore highly competitive such that large firms dominate.

  • Bottled Water
  • Bread
  • Breakfast Cereal
  • Cleaning Products
  • Milk
  • Shampoo
  • Soft Drinks
  • Toothpaste

Latent Need

A latent need is a customer need that customers don’t know they have until an innovative product arrives that represents a leap forward in some way. Discovering a latent need can create a large new market. The following are historical examples.

  • Automobile
  • Home Computer
  • Internet Connectivity
  • Microwave Oven
  • Radio
  • Smart Phone
  • Streaming Media
  • VCR

Unsought Goods

Unsought goods are products and services that are no fun to buy such that customers have low motivation and interest. This includes depressing things like your funeral and the replacement of expensive capital that consumers and businesses would prefer to defer until absolutely necessary.

  • Airplanes
  • Fire Extinguishers
  • Funeral Services
  • Infrastructure Maintenance
  • Life Insurance
  • New Pipes (Plumbing Renovation)
  • Roofing Renovation
  • Safety Equipment

Complementary Goods

Products and services that can be used together in some way such that their demand is related. This may allow small firms to benefit from the products of large firms. In many cases, large firms also benefit from this situation whereby small firms add variety and value to their products.

  • Homes & Real Estate Agents
  • Mobile Phones & Apps
  • Movies & Merchandise
  • Printers & Ink
  • Razors & Blades
  • Snowboards & Snowboard Cases
  • Software & Consulting
  • Streaming Music Apps & Music

Specialty Products

Specialty products, also known as niche products, target relatively obscure customer needs. This strategy may be adopted by small firms hoping to avoid direct competition with larger firms. Some large firms compete in this area by creating large numbers of product variations to serve different niches they refer to as segments.

  • Alpine Snowboard
  • Collectors Items
  • Fashion Styles
  • Gothic Jewelry
  • High Performance Hammers
  • Hobby Goods
  • Traditional Foods

Electronic Products

Products that have no physical form. These can normally be scaled infinitely at close to zero cost such that they have extremely favorable economics. However, they can be expensive to develop and market.

  • Ebooks
  • Mobile Apps
  • Music
  • Software
  • Video Games
  • Virtual Items

Services

Services are products that mostly offer intangible value. For the past 50 years, advanced economies have been shifting towards a service economy whereby services produce more sales than products.

  • Business Outsourcing
  • Coaching
  • Consulting
  • Entertainment
  • Events
  • Financial Services
  • Gyms & Spas
  • Hospitality
  • Insurance
  • Leisure Services
  • Media
  • Mobile Subscriptions
  • Night Economy
  • Recreation Services
  • Restaurants
  • Social Media
  • Software Services
  • Streaming Media
  • Telecom Services
  • Training
  • Transportation
  • Travel Services
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