Service Product Development Case Studies
New Services for Improved Sales, Differentiation, and Market Expansion
Case Study 1 - Healthy Living Training Program
Stairmaster UK had a vision of being a full equipment and service provider for the future and had recognized a need for instructor training on the correct use of fitness equipment. Additionally Stairmaster wanted to sell more equipment by providing added value to its existing fitness facility customers and influence equipment purchasers of the future.
Creative Ideas Marketing was engaged to create Health Living Training – a new continuing education service which supported the sale of resistance and cardio vascular equipment and provided customer added value where there was a defined market need. Healthy Living Training was an instructor level education program which enhanced professionalism, and improved job-specific knowledge, skills and abilities of workers within the fitness, clinical and healthcare industry. Healthy Living Training promoted safe, effective exercise for users.
Creative Ideas Marketing worked with Stairmaster to define the market need, create the business case, develop service delivery processes and create a marketing plan that would:
Case Study 2 – Extended Warranty Service
Nautilus, one of the United Kingdom’s premier fitness equipment suppliers, was already offering extended warranty and contracted maintenance services but felt it was time to refresh both of its service product offerings. Nautilus sales personnel were not actively selling services, and customer uptake was low. Nautilus saw an opportunity to improve its service’s revenue and engaged Creative Ideas Marketing to step in and revitalize its equipment services.
Creative Ideas Marketing’s first steps were to conduct an internal discovery exercise with Nautilus service operations and sales personnel, followed with a series of face to face customer interviews to get to the heart of the problems. Internal workshops revealed that sales did not fully understand Nautilus’ services – literature was outdated along with pricing and there was no easy mechanism for selling services at the point of equipment sale; service delivery process were inconsistent and only ad-hoc processes were in place for tracking expiration of product factory warranties.
Creative Ideas Marketing took this dichotomy and turned it into a two-way-winning opportunity.
Creative Ideas Marketing outlined a unique and creative solution to address underpinning customer objections to purchasing; made it easier for sales to sell; and provided an updated set of services with a new service component, which accommodated diverse customer support requirements. Creative Ideas Marketing worked with Nautilus management and staff to develop Nautilus’ Extended Warranty Service Package with the goals of:
Nautilus’s existing service contract and extended warranty services were revamped, updated and re-priced, and an additional third element, Preventive Maintenance added to the service suite. This new service combination enabled Nautilus to offer a unique proposition to its customers – a 100% money back guarantee on extended warranty servicing – a unique service differentiator in a tough competitive market.
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