Use Customer Feedback to Enhance Value

Use customer feedback to enhance value

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This figure depicts a 4P diagram showing how and in what specific part of the strategy, second movers can take advantage of customer feedback to enhance their value proposition.

RunR should aim to get feedback from both ambassadors and their customers, and customers of competitors about product, price, place and promotion. With this feedback they have the opportunity to adjust to customer needs

Having those two sources of feedback allows for comparison.

RBand, RunR App, SensR kit

Create positive feedback loop

Because of customer feedback, RunR can seize the opportunity to collect feedback from early adopters that already purchased similar products from the first mover. 

Hardware can be divided into two categories: computing hardware and non-computing hardware. Superior hardware leads to better performance and might consequently lead to reduced product size. This progress might enable the creation of a smaller box to attach on top of a runners shoe – which can be more comfortable to wear – without losing computing power. On the other hand, non-computing hardware can be adjusted better. For instance, the sole within the shoe can be made stronger. It is important to fully develop the hardware before starting production, because making changes during production are very costly.

Unlike hardware, software can be adjusted after the product is on the market. Again the factor time gives ATO-gear more space to write the software before launching is for the customers. The customer feedback from the first movers’ buyers can help develop this software. Software needs to be continuously updated since it shows customers that ATO-gear keeps evolving. Moreover, it shows that ATO-gear wants to provide their customers the best product experience. New features can be a result of this evolving process. A second mover has more time to deliver a superior quality from the start; it should continuously keep developing from there.