Phase 6: Aftercare
Post-purchase company behavior holds tremendous potential for comprehensive differentiation from competitors. There are many examples from customer service, to loyalty programs to end of life product acceptance for recycling and responsible disposition of non-recyclable elements. Aftercare involves all three disciplines. The Offerings Development team plans for end-of-life products. Marketing implements loyalty programs and the sales team provides support mechanisms appropriate to the product. These are just a few of the post-purchase categories where a company can successfully differentiate itself with its audiences.
Summary
This overview of the Differentiation Lifecycle has taken a brief look at a very complex subject. To master the lifecycle and employ it effectively requires cross-disciplinary cooperation as well as a commitment to the process. Relying on one group or one stage in the lifecycle to achieve market-changing revenue-boosting differentiation is the recipe for offering development teams being reassigned, marketers being dismissed, sales people called on the carpet and genuine shareholder malaise. Respect the lifecycle, the teams, and the process and reduce your go to market risk while increasing your opportunity for success.
