Refer to Scenario 1.3. Brandon has asked you, a marketing consultant, to give him advice. He cannot understand how a cell phone
company with the best product offering in the cell phone service industry could get such low satisfaction ratings simply because the
customer service is not up to par. You suggest that Brandon has a narrowly defined view of the company’s product offering. You tell
Brandon that successful marketers should define their products as which of the following?
What they deliver
What they make

Successful marketers should define their products as what they deliver, which encompasses not only the physical product but also the value, experience, and satisfaction that consumers derive from it. This approach recognizes that every interaction with a brand, especially customer service, significantly impacts how a customer perceives the entire offering. A stellar product can quickly lose its shine if the service experience is lacking, illustrating that entire customer journeys matter just as much as product features.

It’s crucial to consider the holistic consumer experience when assessing a company’s success. Low customer satisfaction ratings can often serve as a wake-up call; even the best products can suffer in the marketplace if the accompanying service doesn’t meet expectations. Balancing product excellence with top-notch customer interactions creates a robust value proposition that enhances loyalty and drives long-term success.