As the academic director of the industry meeting on e-commerce, research was conducted at IESE to understand how companies effectively connect with their customers. Along with Professor Capizzani, we discovered two innovative methods implemented by leading sales companies. One key finding was the importance of building relationships before closing transactions. One of the methods we focused on was hyperservice, which I will illustrate with an example.
Imagine you’re heading to work with a busy day ahead, longing for a coffee from your favorite shop near the office. However, the long queue poses a time constraint. Thankfully, there’s a company that allows you to order and pay for your coffee through your cell phone. You can customize your coffee and have it ready for you to pick up when you arrive, skipping the line. This approach has revolutionized the coffee shop experience, making it more convenient and efficient for customers.
The implementation of hyperservice by this chain of coffee shops has resulted in a significant increase in mobile orders, requiring them to adapt their operations to meet the demand. Hyperservice involves extending and enhancing existing services without introducing new ones, ultimately improving customer relationships and driving sales.
This model, along with Professor Capizzani, highlights the importance of enhancing existing services to better serve customers and increase sales. It is a strategy that focuses on providing added value to customers without adding extra costs. By improving and expanding on what you already offer, you can create a more seamless and convenient experience for your customers, ultimately leading to increased loyalty and sales.
In conclusion, companies that prioritize customer relationships and continuously improve their services can achieve success in the competitive e-commerce landscape. By implementing innovative methods such as hyperservice, businesses can stay ahead of the curve and meet the evolving needs of their customers effectively.
