The broader implications of the buyer experience cycle and six utility levers presented in Blue Ocean Shift are that they provide a comprehensive framework for businesses to analyze and improve their customer experience. By considering the entire buyer experience cycle, from purchase to disposal, businesses can identify specific activities at each stage that can be enhanced or streamlined. The six utility levers - productivity, simplicity, convenience, risk reduction, fun and image, and environmental friendliness - offer different dimensions for improvement. By applying these levers, businesses can create a more compelling and differentiated value proposition, leading to a 'blue ocean' of uncontested market space.

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Blue Ocean Shift

Released in early-October 2017 — Blue Ocean Shift — is the continuation of the award-winning Blue Ocean Strategy, a bestselling strategy book based on...

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Starting with the buyer experience cycle, the team members should put themselves in the place of a buyer and imagine the total experience offering, from purchase through to disposal, identifying the specific activities that fall within each stage of the cycle. Next, add the six utility levers: productivity, simplicity, convenience, risk reduction, fun and image, and environmental friendliness. The team now has a chart with 36 spaces.

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The theories presented in Blue Ocean Shift challenge existing paradigms or practices in the field of business strategy by advocating for a shift from competition to creation. Traditional business strategies often focus on competing within the confines of an existing industry or market (red ocean), whereas Blue Ocean Shift encourages businesses to create new markets (blue oceans) where competition is irrelevant. This is achieved by focusing on the buyer experience cycle and the six utility levers: productivity, simplicity, convenience, risk reduction, fun and image, and environmental friendliness. By doing so, businesses can identify new opportunities and create unique value propositions.

A small business can use the buyer experience cycle and six utility levers to grow by first understanding the buyer's journey from purchase to disposal. This involves identifying the specific activities that occur at each stage of the cycle. Then, the business can apply the six utility levers: productivity, simplicity, convenience, risk reduction, fun and image, and environmental friendliness. By improving these areas, the business can enhance the overall customer experience, leading to increased customer satisfaction and loyalty, which can ultimately drive business growth.

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