Wednesday, January 9, 2008

FedEx has positioned performance predictors

FedEx are masters of positioning. They chose speed as their market position, and this position permeates throughout the operations of the company.

An excellent example of aligning market position and a performance predictor is found at FedEx. When you phone FedEx they answer all inbound calls after only 1 ring, when 'business norm' is 3 rings.

Saying your fast is one thing, but proving it (in a small way using this performance predictor) is another. This 1 ring philosophy provides prospective customers with a 'window into the future' of how FedEx will performance.

Consider these other performance predictors which reinforce their market position:
  • immaculate presentation of their delivery vehicles (unlike the scratched and dented vehicles used by their competitors)
  • quality staff uniforms and presentable delivery drivers
  • quality packaging (that makes the object look like it will get there faster)
The lesson learnt from FedEx is walk the talk, even it is only a small gesture of proving your claims.

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