Iterative prototyping helps optimize your innovation:
An agricultural equipment manufacturer conducted a detailed segmentation of the U.S. market and believed it could centralize sales and service operations in the field. Before investing in a centralized system, the manufacturer built prototypes to model how sales and service inbound calls would be handled.
The initial prototypes mapped out information flows from distributors, service centers, finance companies, and even the vehicles themselves. This wealth of data provided information about vehicles going out of warranty, needing maintenance, and how customers could refinance their equipment at lower rates.
However, when customers offered feedback, the manufacturer discovered a few major flaws. While large agricultural firms loved the data integration, small independent farmers found no value in it. Further probing revealed that large agricultural firms valued the data because they wanted to optimize performance of their equipment, whereas the small independent farmers cared only about extending the life of their equipment.
Armed with this knowledge, the manufacturer still consolidated the data flows, but used centralized call center agents for large agricultural firms and assigned local field agents to provide personalized assistance for small independent farmers. The centralized call center cost savings more than offset the incremental expense of hiring field agents.