Whole Product
Whole Product refers to a product or service that includes all the elements necessary for customers to be fully satisfied and to fully utilize the product. This concept encompasses not only the product itself but also the support, warranties, accessories, training, and services needed for customers to perceive real value.
Characteristics of Whole Product
Core Product
The central product or service that customers purchase.
Example: The smartphone itself.
Expected Product
The attributes or features that customers expect from the product.
Example: Basic functions like calling and camera features in a smartphone.
Augmented Product
Additional value-added elements that enhance customer satisfaction.
Example: Accessories like chargers and earphones, applications, warranty services for a smartphone.
Potential Product
Future features or services that customers may desire but are not yet provided.
Example: Future updates or new accessories for a smartphone.
Components of a Whole Product
The Product Itself
The actual physical product or core service.
Example: A car, software, household appliance.
Associated Services
Support and training necessary to fully utilize the product.
Example: Customer support, user manuals, training programs.
Accessories and Options
Additional items that complement the product.
Example: Smartphone cases, extra batteries, software plugins.
Warranties and After-Sales Service
Quality assurance and post-purchase support.
Example: Warranty periods, repair services, return policies.
Brand and Reputation
The reliability and brand image of the product.
Example: Brand reliability, user reviews, industry reputation.
Benefits of Whole Product
Increased Customer Satisfaction
Providing all elements related to the product can offer an experience that exceeds customer expectations.
Example: Enhanced customer satisfaction by offering comprehensive support and accessories post-purchase.
Establishing Competitive Advantage
Offering added value that competitors cannot, thus achieving differentiation.
Example: Differentiation through excellent after-sales service and unique accessories.
Improved Repeat Purchases and Loyalty
Satisfied customers are more likely to make repeat purchases and develop loyalty to the brand.
Example: Promoting repeat purchases through the quality of the product and comprehensive support.
Enhanced Word of Mouth and Reputation
Satisfied customers provide positive word of mouth and high ratings.
Example: High ratings on social media and review sites attract new customers.
Examples of Implementing Whole Product
Technology Products
Providing customer support, regular software updates, and training sessions in addition to the product itself.
Example: Apple’s iPhone, which includes the device, accessories, AppleCare support, and regular software updates.
Automotive Industry
Offering maintenance services, warranties, and roadside assistance in addition to the vehicle.
Example: Tesla, which offers vehicles, software updates, charging infrastructure, and customer support.
Software Industry
Providing customer support, training, and additional modules or plugins in addition to the software product.
Example: Salesforce, which offers CRM software along with support, training, and a wide range of add-ons.
By incorporating the whole product concept, companies can provide comprehensive value to customers and build long-term relationships.