Professional Documents
Culture Documents
l
a
y
e
r
s
:
h
i
g
h
-
e
n
d
a
u
d
i
o
L
a
y
e
r
D
e
s
c
r
i
p
t
i
o
n
K
e
y
H
o
w
A
r
e
T
h
e
y
i
n
n
o
v
a
t
i
n
g
?
R
e
c
e
n
t
N
e
w
s
C
o
n
t
r
o
l
s
M
a
r
k
e
t
s
h
a
r
e
I
s
s
u
e
s
U
s
e
r
s
P
e
o
p
l
e
w
h
o
b
u
y
h
i
g
h
-
e
n
d
a
u
d
i
o
p
r
o
d
u
c
t
s
,
a
n
d
t
h
o
s
e
w
h
o
u
s
e
t
h
e
m
.
M
a
t
u
r
e
l
i
s
t
e
n
e
r
s
(
a
g
e
4
0
t
o
7
0
)
,
U
p
p
e
r
m
i
d
d
l
e
c
l
a
s
s
a
n
d
a
b
o
v
e
M
P
3
t
r
a
d
i
n
g
,
P
l
a
y
l
i
s
t
s
,
B
u
r
n
i
n
g
C
D
,
T
i
m
e
s
h
i
f
t
i
n
g
,
W
i
r
e
l
e
s
s
n
e
t
w
o
r
k
i
n
g
,
C
o
m
m
u
n
i
t
y
,
P
o
d
c
a
s
t
s
R
I
A
A
,
l
a
w
s
u
i
t
s
,
T
i
V
o
,
i
P
o
d
d
o
m
i
n
a
n
c
e
,
s
t
r
e
a
m
i
n
g
v
i
d
e
o
,
M
y
S
p
a
c
e
S
u
b
s
t
i
t
u
t
e
s
(
b
e
f
o
r
e
l
o
c
k
-
i
n
)
D
i
s
p
o
s
a
b
l
e
i
n
c
o
m
e
i
n
c
r
e
a
s
i
n
g
R
&
D
C
o
m
p
a
n
i
e
s
t
h
a
t
r
e
s
e
a
r
c
h
,
i
n
n
o
v
a
t
e
,
a
n
d
d
e
s
i
g
n
p
r
o
d
u
c
t
s
.
S
t
a
n
d
a
r
d
s
,
M
i
n
i
a
t
u
r
i
z
a
t
i
o
n
,
C
o
m
p
r
e
s
s
i
o
n
M
i
c
r
o
s
o
f
t
Z
u
n
e
,
S
o
n
o
s
(
I
n
n
o
v
a
t
i
o
n
o
f
t
h
e
Y
e
a
r
)
,
G
a
p
l
e
s
s
p
l
a
y
b
a
c
k
I
P
,
S
p
e
e
d
o
f
I
n
n
o
v
a
t
i
o
n
$
1
0
8
.
1
b
i
l
l
i
o
n
i
n
R
&
D
s
p
e
n
d
i
n
g
5
9
%
o
f
a
l
l
i
n
d
u
s
t
r
y
R
&
D
s
p
e
n
d
i
n
g
i
n
U
.
S
.
(
N
a
t
i
o
n
a
l
S
c
i
e
n
c
e
F
o
u
n
d
a
t
i
o
n
r
e
s
e
a
r
c
h
,
D
e
c
2
0
0
5
)
M
a
n
u
f
a
c
t
u
r
e
r
s
C
o
m
p
a
n
i
e
s
t
h
a
t
b
u
i
l
d
p
r
o
d
u
c
t
s
,
c
o
n
t
r
o
l
l
i
n
g
t
i
m
e
a
n
d
q
u
a
l
i
t
y
a
s
s
i
g
n
i
f
c
a
n
t
f
a
c
t
o
r
s
t
o
t
h
e
o
u
t
c
o
m
e
.
P
r
i
c
e
r
e
d
u
c
t
i
o
n
s
,
O
L
E
D
d
i
s
p
l
a
y
s
,
M
a
t
e
r
i
a
l
s
,
O
n
-
s
c
r
e
e
n
O
E
M
s
(
o
r
i
g
i
n
a
l
e
q
u
i
p
m
e
m
t
m
a
n
u
f
a
c
t
u
r
e
r
)
,
M
a
q
u
i
l
l
a
d
o
r
a
s
S
p
e
e
d
o
f
I
n
n
o
v
a
t
i
o
n
,
B
r
a
n
d
R
e
t
a
i
l
e
r
s
C
o
m
p
a
n
i
e
s
t
h
a
t
s
e
l
l
d
i
r
e
c
t
t
o
c
o
n
s
u
m
e
r
e
i
t
h
e
r
t
h
e
i
r
o
w
n
p
r
o
d
u
c
t
s
o
r
p
r
o
d
u
c
t
t
h
a
t
t
h
e
y
b
u
y
f
r
o
m
m
a
n
u
f
a
c
t
u
r
e
r
s
.
N
e
w
t
o
u
c
h
p
o
i
n
t
s
:
E
x
p
e
r
i
e
n
c
e
r
e
t
a
i
l
,
L
o
u
n
g
e
b
a
r
s
,
C
r
o
s
s
-
p
l
a
t
f
o
r
m
,
W
e
b
c
o
n
t
e
n
t
a
c
c
e
s
s
,
C
u
s
t
o
m
e
r
s
e
r
v
i
c
e
S
a
n
D
i
s
k
w
i
t
h
R
h
a
p
s
o
d
y
,
M
i
c
r
o
s
o
f
t
Z
u
n
e
,
i
T
u
n
e
s
m
u
s
i
c
,
A
d
m
o
d
e
l
,
C
l
a
s
s
i
c
a
l
m
u
s
i
c
s
a
l
e
s
:
s
e
l
f
p
u
b
l
i
c
a
t
i
o
n
,
W
a
l
m
a
r
t
:
o
n
l
i
n
e
C
u
s
t
o
m
e
r
s
a
l
e
s
e
x
p
e
r
i
e
n
c
e
,
U
s
e
r
i
n
t
e
r
f
a
c
e
(
f
o
r
o
n
l
i
n
e
s
t
o
r
e
s
)
,
E
x
p
e
c
t
a
t
i
o
n
-
s
e
t
t
i
n
g
M
e
d
i
a
C
o
n
t
e
n
t
C
o
m
p
a
n
i
e
s
t
h
a
t
c
r
e
a
t
e
a
n
d
d
i
s
t
r
i
b
u
t
e
m
e
d
i
a
c
o
n
t
e
n
t
t
o
t
h
e
m
a
r
k
e
t
.
P
h
y
s
i
c
a
l
d
e
l
i
v
e
r
y
,
O
n
l
i
n
e
d
e
l
i
v
e
r
y
,
E
x
p
e
r
i
e
n
c
e
a
n
d
c
o
m
m
u
n
i
t
y
-
b
a
s
e
d
c
o
n
t
e
n
t
;
c
u
r
a
t
e
d
c
o
n
t
e
n
t
I
P
,
D
i
g
i
t
a
l
R
i
g
h
t
s
M
a
n
a
g
e
m
e
n
t
T
o
o
m
a
n
y
c
o
n
t
e
n
t
c
r
e
a
t
o
r
s
Research & Demonstration | Fall 2006
Bose Customer for Li fe
IIT Institute of Design
sub ti tle
Name Product Examples Description Application Implications Trade-Offs
H
a
r
d
w
a
r
e
Surround Sound 3Space Audio System; Dolby
Surround Systems; THX Certifed
Systems
3D sound or 360-degree sound
generating speaker system
Home theater systems; Movie theater
sound systems; Museum exhibit sound
systems
Affordable consumer versions; Highly
immersive
May require pricey complimentary
hardware (large video screens) to take
full advantage of effect
Compact Speakers Bose Articulated Array Speakers; Employ speaker driver confguration in
small enclosures to faithfully represent
recorded sound, minimize acoustical
dead spots, and maximize frequency
range of music and speech
Home theater systems Enable placement of speakers virtually
anywhere due to small footprint
Not scaleable to larger spaces
Waveguide Technology Bose Wave Radio; JBL Speakers
(various)
Faithfully replicates recorded audio
using speakers mounted inside a
convoluted tube.
Compact/portable stereo systems;
speakers
Big sound in a small package; brings
quality sound anywhere
Necessarily bulky
Noise-Reduction Technology Products Bose QuietComfort 3 Headphones;
Bose Autopilot Noise Compensation
Technology (Bose Car Stereos)
Use built in microphones to detect
and reduce unwanted ambient noise,
enabling a cleaner listening experience
Airplane, train, noisy venue Facilitates immersion, relaxation Generally effective with repetitive
ambient noise only
Electromagnetic Car Suspension System Bose Automotive Suspension System
(Bose sSuspension)
Uses linear electromagnetic motors,
power amplifcation, and computer
algorithm to reduce rolls and pitches
during turning and braking in order to
provide a superior driving experience
Replacement for traditional spring and
hydraulic suspension systems in cars
Reduction in spilled drinks /
food-involved accidents; help reduce
accidents
Much costlier than current systems
Direct/Refecting Sound Speakers Bose Lifestyle and Acoustimass home
entertainment systems
Refects and directs sound from
speakers to recreate qualities of concert
halls, movie theaters, and auditoriums
in the home
Home theater (surround sound) Make effcient use of architectural
features of venue to disperse sound
Not scaleable to larger spaces; cannot
be made fat
Long Throw Speakers Bose Panaray LT Systems;
Peavey Sanctuary Series; Meyer
Sound Stadium Speakers;
Speaker arrays optimized for large
venues that minimize reverb and
maximize clarity speech and music at
all volumes. Helps resolve speaker to
audience distance issues.
Stadiums, conference halls, theaters Enable similar experience for all Expensive; requires pricey
complimentary hardware (amplifcation)
Materials Testing Systems Bose ElectroForce Systems; Instron
Systems; MTS Systems
Materials testing equipment utilizing
motors and servos
Medical equipment manufacturers,
R&D departments, engineers frms,
universities
Tests the strength of equipment
materials and components
For commercial and research use only
Optical Digital Audio Input/Output Toslink Optical fber used to transmit digital
audio signals in the form of light
DVD and CD players, stereo receivers,
computer sound cards
High quality transmission; low signal
degradation
Expensive cables must be used
Digital Audio Input/Output S/PDIF (present in some Bose
products)
Ports that enable transmission of digital
audio signals between devices/
components
DVD and CD players, stereo receivers,
computer sound cards
High quality transmission; low signal
degradation
Expensive cables must be used
Digital Data Input/Output USB 2.0; Firewire; Ethernet Ports that enable transmission of digital
data between devices/components
Computers, set-top TV boxes, stereo
components, televisions, PVRs
Fast data transmission Wired
HD Radio Panasonic CQ-CB9900U HD Radio
Receiver; Boston Acoustics Receptor HD
Radio; JVC KD-HDR1
Converts analog AM/FM signals to
digital
AM/FM radio Improves conventional radio sound
quality
Improved sound quality debatable
Wireless Audio Transmission RF (Radio Frequency) trasmitters;
wireless headphones
Wireless transmission of analog signals
between devices
Wireless speakers; short-range audio
broadcasting; remote controls that can
penetrate walls
Eliminates wires when transmitting
analog signals (audio included) from
one device to another
Interference can severely degrade
signal; short range
Wireless Data Transmision Bluetooth, WIFI (802.11x) radio chips;
Bluetooth headphones; Apple Airport
Express; Sonos
Wireless transmission of digital data
between devices
Digital flesharing, wireless device
connection; media streaming
Eliminates need for wires in tranferring
data
May be hampered by interference;
greater speed/bandwidth limitations
than wired connections; relatively
short range
HomePlug HomePlug Networking gear (Netgear) Uses home wiring to transmit data and
network hardware (PC)
Streaming audio/video No new wiring required Need power outlet
Room Adaptive Sound Technology Bose ADAPTiQ Audio calibration system in Bse
Lifestyle systems that analyzes
a room and adjusts for optimal
performance
Home stereo/theater
audi otechnologymatri xTechnologies unique to Bose in red.
Research & Demonstration | Fall 2006
Bose Customer for Li fe
IIT Institute of Design
2. 3 technologymatri x
Anauditoftechnologiescurrentlyemployed
byBoseinitsproductsinadditiontothose
availabletoitscustomersrevealsanumber
ofkeyinsights.Whilethecompanyappears
tohaveitsbasescoveredwithrespectto
speakertechnologies,soundcalibrationand
automaticmusiccustomization,itis
remarkablydefcientinareasthatare
virtuallycommonplacewithintheconsumer
electronicsrealm.Teeseincludedigitaldata
ports(usb2.0,Firewire)thatenable
all-in-oneconnectionsbetweencomponents
andfastdatatransfer,digitalwireless
technologies(WiFi,Bluetooth)thatallow
sharingandstreamingofmediacontent
betweendevices,andcompressedaudio
formats(mp3,wma,aac)thatmaximize
storagespaceandfacilitatequicktransfer.
WhileBosedoesinfactsupportmp3
audiofles,thegenerallackofnetworking
capabilitiesinitshardwareprecludesmany
ofthebeneftsthattheformatandothers
likeitofer,suchasauto-recognitionby
onlinedatabaseslikecddb(CompactDisc
Database)andtransferbetweendiferent
devicesincludingthewidelypopulariPod.
Name Product Examples Description Application Implications Trade-Offs
S
o
f
t
w
a
r
e
Speaker System Modeling Applications Modeler Sound System Suggests speaker confgurations based
on venue architecture
Used to design optimal sound systems
for large public venues, large spaces
Saves time and expense For commercial and research use only
Venue Sound Simulation Software AuditionerPlayback System;
Yamaha Sound System Simulator
Produces sound simulations of virtual
environments (models of real venues)
Used to determine optimal equipment/
confguration for larger spaces like
cathedrals, theaters and stadiums
Saves time and money by simulating
proposed sound systems before
installation
For corporate and commercial
clients only
Audio Codecs/Decoders MP3, WMA, Ogg Vorbis, FLAC, AAC
(digital audio formats)
Digital audio formats that allow music
to be compressed and played back at
high quality
Portable audio, digital jukeboxes,
compressed digital video (audio track)
Small fle sizes enable quick transfer,
portability, and massive storage
possibilities
Compression may affect sound quality
Music Playback Customization Bose uMusic Application that selects music for user
based on preference for certain types of
songs, artists, and genres
Home stereo Enables users to hear more of what
they like and less of what they dont
Not completely reliable, may weed out
some desired music
P
o
t
e
n
t
i
a
l
K
i
l
l
e
r
A
p
p
s
/
D
i
s
r
u
p
t
i
v
e
T
e
c
h
Wireless Component Connection (DLNA
/ UPnP)
WIFI / Bluetooth in media streaming
devices (DMAs)
Standards that enable wireless
communication and interoperability
between devices
Link home theater components,
computers, handheld, phones
Seemless communication between
devices
All components must be standards
compliant
One-Wire Component Connection HDMI, USB 2.0, Firewire; Ethernet Daisy chains all stereo / home theater
components with single wire between
components
Link TV, receiver, and DVD player with
one wire each
Elimates tangle of wires associated with
home theater systems
All components must have same ports
with identical specs
Sonic Cleaning Systems New Canon Digital Rebel Components vibrate rapidly to shake
dust loose
Clean camera lenses after changing
(becomes exposed to dusty air)
Reduces maintenance, increases
performance
Expensive, fragile
Anti-Noise Generation None Microphones take in sound, speakers
eject anti-noise opposite, canceling
sound
Augment existing sound-proofng Render noisy environments quiet Largely theoretical
Sound Beams Audio Spotlight Focused beams of sound provide private
listening without use of headphones
Home theater, museum exhibits, cars,
trains, airplanes, computer speakers
Create personal listening areas without
disturbing those in close proximity
Line-of-sight dependent
Research & Demonstration | Fall 2006 6
Bose Customer for Li fe
IIT Institute of Design
Home THeATre
comPeTiTorS
Bose competes not only
against other home theatre
manufacturers, but against
substitutesthose activities
that consumers may choose
instead of home theatre.
2. 4 thecompeti ti velandscape
The Home Theatre Industry
Tehometheatreindustryhashada
suddengrowthpartlyduetotheon-demand
entertainmentandsomeduetothe
developmentoftechnologyreducingthe
costofownershipofahometheatre.Tis
hasledtoalotofnewmanufacturestofocus
onthissegmentintheconsumerelectronics
industry.Temarketiswellsegmentedand
thereareoferingatallpricepointsandall
features.Butessentiallytheproductofering
isdividedintotwotypes:Systemsand
Home Theatre in a Box(htb).Tesystems
areaudiounits(speakerandcontroller)
thatcanbepurchasedseparatelyandbe
integrated/assembledwiththehardware
(tv/dvdplayers)fromothermanufacturers.
Tehometheatresinaboxarecomplete
systemsoferingsthatincludeamediaunit
(dvdplayer)acentralcontrollerandaaudio
system(tweetersandwoofers).
Tenewplayersarefocusingmoreonthe
highlycompetitiveunder$1,200home
theatremarketandseemtoemphasizethe
quantityoftheexperienceratherthanthe
qualityoftheexperience.Tetraditional
playershavelongprovidedtopqualityhi
fdelityexperiencesandattempttoattract
morediscerninganddeep-pocketed
consumerswiththeirstateoftheartsystems
sellingfromanywherebetween$1,500to
$4,000.Toughthisrangedoesnotinclude
boutiquemanufacturerslikeBang&Olufsen
whichsellsiconicdesignicons,suchasthe
Nautilusspeakers,forasmuchas$20,000.
Eventhoughtheindustrysegmentsseem
distinct,theregapbetweenthemisfast
closing.Mostlybecausethetechnology
isgettingstandardized.Barringafew
companieslikeBose,mostbigcompanies
haveanequalfootingwithregardsto
Internet
Social
interaction
iPod or other
headphone device
d
I
r
e
C
t
C
o
m
P
e
tI tor
S
Reading
I
n
d
I
r
e
C
t
C
o
m
P
e
t
I t
o
r
S / SuBS
t
I t
u
t
e
S
Out-of-
home
concerts
TWICE: This Week in Consumer Electronics,
July 7, 2006, Vol. 2 Issue , 8.
Research & Demonstration | Fall 2006 7
Bose Customer for Li fe
IIT Institute of Design
technologyandfeatures,henceare
nowfacingthechallengediferentiate
themselvesbyprovidinginnovativefeatures
andexperiences.Anotherinteresting
development,istheconvergenceofmedia
andofoadingprocessingfromthefront
endtothebackend,atrendimportantly
observedinotherindustriestoo.Te
convergenceisnotonlyinthehardware
partofproductsbutincreasinglyinservices,
content;thewholeexperience.
Tecompetitionspaceforthehometheatre
oferingofBosecorporationismarkedmy
competitorslikeCambridgesoundworks,
BostonAcoustics,HarmonKardon,Klipsch
Audio,NakamichiCorp.Someofthese
companiesarepartoflargercoporations,
withtremendousresources.Forexample,
Boses$1.6billioninrevenues(2004)is
dwarfedbySonys$72billion.WhileSony
showsnosignsofconcentratingitsmight
ontheHomeTeatreinaBoxsegment,the
scaleofitsoperationsmeanstherearemore
resourcestodrawupon,andmorepotential
sourcesofinternalinnovation.Bycontrast,
thecompanythatownsbothDenonand
BostonAcousticshas2004revenuesof$0.7
billion,whichsuggestsatleastsomerelative
disadvantagetoBoseinitsabilitytoinvestin
R&D.
Substitutes: Indirect Competition
Bosealsocompetes,inasense,withallthe
possiblealternativestousingahometheatre
system.Apersonmight,forexample,choose
toread,orinteractwithothersthrough
conversation,insteadoflisteningtomusic.
Or,musicmightbethemodeofactivity,but
itcouldbeprovidedbyapersonalmusic
devicelikeaniPod,usingheadphones.Te
Internetemail,websurfng,networked
gamingaretakinganincreasingportion
ofuserattention,evenwithintheLifestyle
systemsprimaryagetarget,40to65years.
Andwhileweareconsideringprimarily
thoseactivitesthattakeplacewithinthe
home,attendingconcertsoutofthehomeare
indeedanotheralternativetousingahome
theatredevice.
Happily,theLifestylesystemiscondusive
tobothforegroundandbackground uses,
broadeningitsusage.Itcanbeaprimary
modeofactivity,withusersdeciding,I really
want to sit and listen to a particular piece
of music.Or,itcanserveasamood-setter
foraparty,orsimplyforhouseholdtasks
likecooking,withusersthinking,I want a
soundtrack to inspire me in (or distract me
from) what I am doing.
Whileitmightbeassumedthatsomeone
purchasingaBosesystemactuallyintends
touseit,ifitseemstohardtouse,ortakes
justenoughextrastepstobementallydistant
fromthetaskathand,theLifestylesystem
couldendupgettinglessusethanintended.
Andpurchasersdobecomeawareofgaps
likethisandtheirdissatisfactioninthe
valuegainedfromtheirownershipofaBose
productcanhavesignifcantnegativeimpact
ontheirperceptionofBoseoverall.
Research & Demonstration | Fall 2006 8 IIT Institute of Design
Bose Customer for Li fe
B
r
a
n
d
P
r
o
d
u
c
t
R
a
n
g
e
S
y
s
t
e
m
s
S
e
l
l
i
n
g
F
e
a
t
u
r
e
s
P
r
i
c
e
C
h
a
n
n
e
l
s
P
a
r
t
n
e
r
s
h
i
p
s
O
t
h
e
r
F
e
a
t
u
r
e
s
R
e
v
e
n
u
e
s
:
$
1
.
6
b
i
l
l
i
o
n
(
2
0
0
4
)
R
a
d
i
o
s
,
S
p
e
a
k
e
r
s
,
H
e
a
d
p
h
o
n
e
s
,
H
o
m
e
T
h
e
a
t
r
e
S
y
s
t
e
m
s
,
M
o
b
i
l
e
a
n
d
M
a
r
i
n
e
A
u
d
i
o
,
P
r
o
f
e
s
s
i
o
n
a
l
A
u
d
i
o
L
i
f
e
s
t
y
l
e
2
8
,
3
5
,
2
8
,
4
8
;
L
i
f
e
s
t
y
l
e
3
1
E
a
s
e
o
f
s
e
t
u
p
,
a
w
a
r
d
-
w
i
n
n
i
n
g
s
o
u
n
d
,
l
i
f
e
l
i
k
e
p
e
r
f
o
r
m
a
n
c
e
D
i
r
e
c
t
:
C
o
m
p
a
n
y
s
t
o
r
e
s
,
W
e
b
s
i
t
e
,
C
a
t
a
l
o
g
s
R
e
t
a
i
l
:
B
i
g
B
o
x
(
B
e
s
t
B
u
y
)
O
n
l
i
n
e
:
A
m
a
z
o
n
.
c
o
m
,
F
r
y
s
.
c
o
m
,
o
t
h
e
r
s
R
e
v
e
n
u
e
s
:
$
1
.
2
b
i
l
l
i
o
n
(
2
0
0
5
)
I
n
c
l
u
d
e
s
p
a
r
e
n
t
c
o
m
p
a
n
y
,
C
r
e
a
t
i
v
e
R
a
d
i
o
s
,
P
e
r
s
o
n
a
l
D
i
g
i
t
a
l
P
l
a
y
e
r
s
,
S
p
e
a
k
e
r
s
,
H
e
a
d
p
h
o
n
e
s
,
H
o
m
e
T
h
e
a
t
r
e
S
y
s
t
e
m
s
A
n
d
A
c
c
e
s
s
o
r
i
e
s
.
M
e
g
a
t
h
e
a
t
e
r
6
0
,
6
1
,
a
n
d
6
2
(
5
.
1
h
o
m
e
t
h
e
a
t
e
r
s
y
s
t
e
m
s
)
1
i
n
c
h
s
i
l
k
-
f
a
b
r
i
c
t
w
e
e
t
e
r
i
n
a
n
M
T
M
.
M
u
l
t
i
P
o
l
e
r
a
d
i
a
t
i
n
g
s
u
r
r
o
u
n
d
s
p
e
a
k
e
r
s
.
8
i
n
c
h
l
o
n
g
-
t
h
r
o
w
d
o
w
n
-
f
r
i
n
g
s
u
b
w
o
o
f
e
r
$
8
0
0
$
2
,
5
0
0
D
i
r
e
c
t
:
C
a
t
a
l
o
g
s
,
C
o
m
p
a
n
y
s
t
o
r
e
s
,
W
e
b
s
i
t
e
R
e
t
a
i
l
:
B
i
g
B
o
x
(
B
e
s
t
B
u
y
)
O
n
l
i
n
e
:
A
m
a
z
o
n
.
c
o
m
,
F
r
y
s
.
c
o
m
,
o
t
h
e
r
s
I
m
p
o
r
t
a
n
t
p
a
r
t
n
e
r
s
h
i
p
s
w
i
t
h
I
B
M
a
n
d
G
a
t
e
w
a
y
(
m
u
l
t
i
m
e
d
i
a
c
a
t
e
g
o
r
y
)
F
r
e
e
s
h
i
p
p
i
n
g
&
f
n
a
n
c
i
n
g
R
i
s
k
-
F
r
e
e
I
n
-
H
o
m
e
T
r
i
a
l
.
1
0
-
Y
e
a
r
W
a
r
r
a
n
t
y
o
n
N
o
n
-
P
o
w
e
r
e
d
S
p
e
a
k
e
r
s
.
C
u
s
t
o
m
e
r
s
u
p
p
o
r
t
t
h
r
o
u
g
h
e
m
a
i
l
&
p
h
o
n
e
.
R
e
v
e
n
u
e
s
:
$
0
.
7
b
i
l
l
i
o
n
(
2
0
0
4
)
I
n
c
l
u
d
e
s
p
a
r
e
n
t
c
o
m
p
a
n
y
,
D
&
M
H
o
l
d
i
n
g
s
,
w
h
i
c
h
a
l
s
o
o
w
n
s
D
e
n
o
n
.
S
p
e
a
k
e
r
s
f
o
r
H
o
m
e
A
u
d
i
o
&
V
i
d
e
o
S
y
s
t
e
m
s
,
B
u
i
l
t
-
i
n
a
n
d
A
f
t
e
r
m
a
r
k
e
t
A
u
t
o
m
o
t
i
v
e
A
u
d
i
o
A
v
e
d
i
a
6
1
0
(
5
.
1
s
u
r
r
o
u
n
d
S
y
s
t
e
m
)
C
h
o
i
c
e
o
f
s
u
b
w
o
o
f
e
r
s
.
A
s
t
o
n
i
s
h
i
n
g
l
y
s
i
m
p
l
e
t
o
u
s
e
.
S
p
e
a
k
e
r
s
D
T
S
a
n
d
T
H
X
c
e
r
t
i
f
e
d
.
$
8
0
0
D
i
r
e
c
t
:
C
o
m
p
a
n
y
W
e
b
s
i
t
e
R
e
t
a
i
l
:
S
p
e
c
i
a
l
t
y
A
u
d
i
o
/
V
i
d
e
o
S
t
o
r
e
s
,
B
i
g
B
o
x
(
C
i
r
c
u
i
t
C
i
t
y
)
O
n
l
i
n
e
:
V
a
r
i
o
u
s
c
e
l
e
b
r
i
t
i
e
s
,
a
n
d
M
u
s
i
c
e
v
e
n
t
s
/
c
o
n
c
e
r
t
s
I
n
t
e
r
a
c
t
i
v
e
w
e
b
s
i
t
e
w
i
t
h
d
o
w
n
l
o
a
d
a
b
l
e
c
o
n
t
e
n
t
,
a
m
u
s
i
c
a
r
t
i
s
t
s
h
o
w
c
a
s
e
,
l
i
s
t
e
n
i
n
g
s
u
g
g
e
s
t
i
o
n
s
f
r
o
m
B
o
s
t
o
n
a
c
o
u
s
t
i
c
s
t
a
f
f
,
o
t
h
e
r
c
o
n
t
e
n
t
,
a
n
d
p
o
d
c
a
s
t
s
.
N
e
w
s
l
e
t
t
e
r
s
w
i
t
h
t
e
c
h
n
o
l
o
g
y
a
n
d
s
o
u
n
d
t
i
p
s
,
a
n
d
s
n
e
a
k
p
r
e
v
i
e
w
s
o
f
n
e
w
p
r
o
d
u
c
t
s
j
p
y
R
e
v
e
n
u
e
s
:
$
3
b
i
l
l
i
o
n
(
2
0
0
5
)
A
u
d
i
o
E
l
e
c
t
r
o
n
i
c
s
,
S
p
e
a
k
e
r
s
,
C
D
/
D
V
D
P
l
a
y
e
r
s
,
P
e
r
s
o
n
a
l
M
e
d
i
a
P
l
a
y
e
r
s
,
H
o
m
e
T
h
e
a
t
e
r
S
y
s
t
e
m
s
a
n
d
A
c
c
e
s
s
o
r
i
e
s
C
P
1
5
,
C
P
2
5
,
C
P
3
5
,
H
S
1
0
0
(
7
.
1
s
u
r
r
o
u
n
d
s
o
u
n
d
s
y
s
t
e
m
s
)
s
i
m
u
l
t
a
n
e
o
u
s
p
l
a
y
b
a
c
k
o
f
J
P
E
G
i
m
a
g
e
s
w
i
t
h
M
P
3
o
r
W
M
A
a
u
d
i
o
f
l
e
s
,
v
i
d
e
o
t
e
s
t
s
c
r
e
e
n
f
o
r
f
u
l
l
-
s
y
s
t
e
m
c
a
l
i
b
r
a
t
i
o
n
$
7
0
0
$
2
,
0
0
0
D
i
r
e
c
t
:
C
o
m
p
a
n
y
W
e
b
s
i
t
e
R
e
t
a
i
l
:
B
i
g
B
o
x
(
B
e
s
t
B
u
y
)
,
R
e
g
i
o
n
a
l
A
u
d
i
o
C
h
a
i
n
s
O
n
l
i
n
e
:
V
a
r
i
o
u
s
e
x
c
l
u
s
i
v
e
c
i
r
c
u
i
t
c
i
t
y
c
o
n
t
r
a
c
t
s
I
n
t
e
r
a
c
t
i
v
e
w
e
b
s
i
t
e
t
h
a
t
s
h
o
w
c
a
s
e
s
m
u
s
i
c
b
y
a
n
a
r
t
i
s
t
t
h
a
t
i
s
p
l
a
y
e
d
v
i
a
o
n
o
n
l
i
n
e
p
l
a
y
e
r
,
w
h
i
c
h
c
a
n
a
l
s
o
b
e
p
u
r
c
h
a
s
e
d
b
y
a
l
i
n
k
t
o
t
h
e
A
p
p
l
e
s
i
T
u
n
e
s
m
u
s
i
c
s
t
o
r
e
.
R
e
v
e
n
u
e
s
:
N
A
H
i
g
h
-
e
n
d
A
m
p
l
i
f
e
r
s
,
P
r
o
c
e
s
s
o
r
s
,
C
o
m
p
u
t
e
r
S
p
e
a
k
e
r
s
,
H
o
m
e
T
h
e
a
t
e
r
B
o
o
k
s
h
e
l
f
s
y
s
t
e
m
s
,
F
l
o
o
r
s
t
a
n
d
i
n
g
s
y
s
t
e
m
s
,
F
l
a
t
s
c
r
e
e
n
s
y
s
t
e
m
s
,
T
H
X
s
y
s
t
e
m
s
c
o
n
t
e
m
p
o
r
a
r
y
d
e
s
i
g
n
,
h
i
g
h
p
e
r
f
o
r
m
a
n
c
e
s
o
u
n
d
s
y
s
t
e
m
m
o
d
e
l
s
c
a
n
b
e
a
s
s
e
b
l
e
d
i
n
a
v
a
r
i
e
t
y
o
f
c
o
m
b
i
n
a
t
i
o
n
s
,
$
1
,
3
0
0
$
1
1
,
0
0
0
D
i
r
e
c
t
:
C
o
m
p
a
n
y
W
e
b
s
i
t
e
R
e
t
a
i
l
:
S
p
e
c
i
a
l
t
y
S
t
o
r
e
s
O
n
l
i
n
e
:
e
B
a
y
K
l
i
p
s
c
h
e
B
a
y
s
t
o
r
e
I
n
t
e
r
a
c
t
i
v
e
w
e
b
s
i
t
e
f
e
a
t
u
r
i
n
g
m
u
s
i
c
a
n
d
v
i
d
e
o
s
f
r
o
m
i
n
d
e
p
e
n
d
e
n
t
b
a
n
d
s
.
R
e
v
e
n
u
e
s
:
$
0
.
7
b
i
l
l
i
o
n
(
2
0
0
4
)
I
n
c
l
u
d
e
s
p
a
r
e
n
t
c
o
m
p
a
n
y
,
D
&
M
H
o
l
d
i
n
g
s
,
w
h
i
c
h
a
l
s
o
o
w
n
s
B
o
s
t
o
n
A
c
o
u
s
t
i
c
s
.
H
o
m
e
T
h
e
a
t
e
r
S
y
s
t
e
m
s
,
C
D
/
D
V
D
P
l
a
y
e
r
s
a
n
d
R
e
c
o
r
d
e
r
s
,
S
t
e
r
e
o
R
e
c
e
i
v
e
r
s
,
T
u
r
n
t
a
b
l
e
s
,
C
a
s
s
e
t
t
e
D
e
c
k
s
,
A
c
e
s
s
o
r
i
e
s
7
.
1
,
5
.
1
h
o
m
e
t
h
e
a
t
e
r
,
D
H
T
a
n
d
S
s
e
r
i
e
s
H
D
M
I
o
u
t
p
u
t
,
S
u
p
e
r
A
u
d
i
o
C
D
f
o
r
m
a
t
(
S
C
A
D
)
$
5
5
0
$
1
,
6
0
0
D
i
r
e
c
t
:
C
o
m
p
a
n
y
W
e
b
s
i
t
e
R
e
t
a
i
l
:
B
i
g
B
o
x
(
B
e
s
t
B
u
y
)
,
S
p
e
c
i
a
l
t
y
A
u
d
i
o
S
t
o
r
e
s
O
n
l
i
n
e
:
V
a
r
i
o
u
s
C
i
r
c
u
i
t
C
i
t
y
D
e
d
i
c
a
t
e
d
i
P
o
d
i
n
p
u
t
,
w
i
t
h
o
n
-
s
c
r
e
e
n
d
i
s
p
l
a
y
a
n
d
r
e
m
o
t
e
c
o
n
t
r
o
l
.
U
S
B
i
n
p
u
t
f
o
r
p
o
r
t
a
b
l
e
p
l
a
y
e
r
s
a
n
d
F
l
a
s
h
m
e
m
o
r
y
d
e
v
i
c
e
s
;
c
a
n
b
e
s
y
n
c
h
e
d
w
i
t
h
a
c
o
m
p
u
t
e
r
.
R
e
v
e
n
u
e
s
:
N
A
H
o
m
e
T
h
e
a
t
e
r
,
D
V
D
P
l
a
y
e
r
s
,
A
u
t
o
m
o
t
i
v
e
A
u
d
i
o
S
y
s
t
e
m
s
,
L
C
D
A
n
d
P
l
a
s
m
a
T
V
s
,
L
i
s
t
e
n
i
n
g
S
t
a
t
i
o
n
s
,
S
a
m
p
l
i
n
g
C
h
a
n
g
e
r
S
o
u
n
d
s
p
a
c
e
8
.
5
,
1
0
,
1
2
M
K
I
,
2
1
8
1
/
2
s
l
o
t
l
o
a
d
i
n
g
d
i
s
c
,
c
o
n
t
e
m
p
o
r
a
r
y
d
e
s
i
g
n
,
p
o
r
t
a
b
l
e
a
u
d
i
o
e
n
h
a
n
c
e
r
,
2
H
D
M
I
i
n
p
u
t
s
r
e
a
d
y
c
o
n
n
e
c
t
i
b
i
l
i
t
y
w
i
t
h
X
M
r
a
d
i
o
$
9
0
0
$
1
2
,
0
0
0
R
e
t
a
i
l
:
S
p
e
c
i
a
l
t
y
A
u
d
i
o
S
t
o
r
e
s
O
n
l
i
n
e
:
V
a
r
i
o
u
s
l
o
c
a
l
a
n
d
n
a
t
i
o
n
a
l
c
u
l
t
u
r
a
l
c
o
u
n
c
i
l
s
C
a
n
a
l
s
o
r
u
n
p
h
o
t
o
s
l
i
d
e
s
h
o
w
s
.
R
e
v
e
n
u
e
s
:
$
7
2
b
i
l
l
i
o
n
(
2
0
0
4
T
V
s
,
A
u
d
i
o
E
q
u
i
p
m
e
n
t
,
D
V
D
P
l
a
y
e
r
s
,
G
a
m
i
n
g
D
e
v
i
c
e
s
,
H
o
m
e
A
u
d
i
o
E
q
u
i
p
m
e
n
t
,
A
u
t
o
m
o
t
i
v
e
A
u
d
i
o
S
y
s
t
e
m
s
,
M
e
d
i
a
C
o
n
t
e
n
t
P
l
a
t
i
n
u
m
,
D
r
e
a
m
s
y
s
t
e
m
s
$
3
0
0
$
1
,
5
0
0
D
i
r
e
c
t
:
C
o
m
p
a
n
y
W
e
b
s
i
t
e
R
e
t
a
i
l
:
B
i
g
B
o
x
O
n
l
i
n
e
:
V
a
r
i
o
u
s
C
o
n
t
e
n
t
p
r
o
v
i
d
e
r
s
,
M
o
b
i
l
e
M
e
d
i
a
C
o
m
p
a
n
i
e
s
c
o
n
n
e
c
t
i
o
n
f
o
r
p
o
r
t
a
b
l
e
m
e
d
i
a
d
e
v
i
c
e
s
H
o
m
e
T
h
e
a
t
r
e
i
n
a
B
o
x
c
o
m
p
e
t
i
t
o
r
s
i
n
t
h
e
h
o
m
e
t
h
e
a
t
r
e
-
i
n
-
a
-
B
o
x
s
e
g
m
e
n
t
Research & Demonstration | Fall 2006
Bose Customer for Li fe
IIT Institute of Design
2. 5 Boseretai lstrategi es
Bosehasusedmultiplebusinessstrategiesin
risingtothetopofitsmarketsegment.Chief
amongtheseare:
Eliminate the middleperson.WhileBose
productsareavailablethroughmanyhome
electronicsretailers,themajorityoftheirsales
comethroughcompany-ownedstoresand
viadirectchannelssuchastheInternet,mail
order,andtelephoneorderofensupportedby
expensive,full-pageadsinleadingpublications
liketheWall Street Journal.
Geography.Boseretaillocationsareinhigh-
trafc,high-demographicshoppingareas,
suchasChicagosMagnifcentMile,thus
attractingtheafuentconsumer.
Image Marketing.Bosehassucceededin
positioningitselfasmorethanjustahome
audioretailertheysellacompletemedia
experience.Recentmarketsurveysindicate
morepeoplethinkhighlyofBosethanofApple.
However,notallBosestrategieshave
maintainedtheirefectiveness.Webelieve
thattwopaststrategieshaveplayedout:
High Performance Image.Bosehassought
toportrayitselfastheindustryleaderin
sound.Othermanufacturers,however,are
nearlyasgoodtotheaverageear,andmay
oferabetterperformance/priceratiothan
Bosesexpensivesystems.
New Technology.WhileBosecontinues
todevelopnewhomeentertainment
technologies,theaverageconsumermaynot
perceivetheretobethatmuchdiference
betweenBoseandotherhomeentertainment
electronicsmanufacturers.
reTAil PreSence
Bose stores can be found in
many higher-end shopping
areas, where affuent
customers in the 40 to 65
age range often walk inand
walk out having purchased a
Lifestyle system.
Research & Demonstration | Fall 2006 0
Bose Customer for Li fe
IIT Institute of Design
2. 6 Bose sposi ti oni ntheaudi oi ndustry
Bosefndsitselfinanenviableposition,
commandingsignifcantproftsandhuge
brandpresenceamongconsumers.And
yet,thenicheitoccupiesisrelativelysmall.
WhileBosesellsHomeTeatreWithina
Boxpackages,theydonotcurrentlyhave
theirownvideodisplay,whichlimitsthe
convenienceandseamlessnessoftheir
ofering.Perhaps,too,itspeakstoBoses
rootswithinpureaudio,muchlike
Nakamichiandotheraudiophilebrands.
Meanwhile,manyotherhomeelectronics
brandsarepursuingintegratedmedia
productsystems.WhiletheBoseconsumer
oftodaymaybeaudio-focused,tomorrows
mayexpectacompletesolution.
Tehigh-endhomeaudiomarketalso
seestremendouscompetition,andrapid
innovation.Bosestremendousresourcesand
depthinR&Dhavekeptitintheforefront,
butifacompanylikeSony,withseventy
timesBosesrevenuesin2004,shouldchoose
toinvestindevelopingnewfeaturesin
hometheatresystems,theywouldbeableto
allocatesignifcantlymorecapital.
on THe Fence?
Bose is balancing between
mass-market consumer home
audio, and esoteric audiophile
products. At present, it has
found a proftable niche.
Research & Demonstration | Fall 2006
Bose Customer for Li fe
IIT Institute of Design
3. 1 Bui ldi ngcustomerloyalty
Effectively Promoting
Customer Loyalty
Inthenever-endingquesttoincrease
profts,corporationsaroundtheglobeinvest
billionsofdollarseveryyearonconventional
loyaltyprogramsandcustomerrelationship
management.Unfortunately,manyare
doomedtofailintheirefortsthanksto
afundamentalmisunderstandingofthe
relationshipbetweencustomerloyaltyand
proftability,namelytheassumptionthatit
isalwaysadirectone.Unrestrainedloyalty
eforts,however,ofenputsuchastrainona
companysresourcesthattheveryoppositeof
aprogramsintendedgoalmayoccurproft
decreasesandlosses.
Tohelpengenderfercecustomerloyalty,
businessesmustfocusoncustomerneeds,
employinganewapproachthatandexploits
acompanysdesign,sales,andmarketing
capabilities.Incateringtocustomers,they
shouldseektoaligntheirbrandsand
touchpointswiththeircustomersvalues
andbeliefs,creatingcompellingproductand
serviceexperiencesthatforgeemotional
connectionsandoferimproved,unique,
anddesirablesolutions.Keyoperating
principlescanhelpcompaniesattainferce
loyalty,includingtheavoidanceoflock-in
contractsinfavorofcompellingoferingsthat
lockoutcompetitors,therigorousdiagnosis
ofloyaltytoolsincurrentusebythecompany
aswellasitsrivals,theidentifcationand
rankingofcustomersintermsofsatisfaction,
andtheselectionofamixoftoolsthatarein
linewiththecompanyscapabilities.
Loyalty Lessons
Whenpursuinganaggressiveloyalty
generationplan,companiesneedtobewary
ofthepitfallsarisingfromanumberof
reTHinKing BelieFS
ABouT loyAl
cuSTomerS
Companies attitudes
towards loyalty strategies
have changed drastically
since the halcyon days of
bloated incentive programs.
As illustrated in the chart at
right, the old logic takes
loyal customers for granted,
whereas a more realistic view
acknowledges the need to
keep them satisfed.
Alexis, J. Using Design to Create Fiercely
Loyal Customers. Rotman Magazine, Fall
2006, .
Research & Demonstration | Fall 2006 2
Bose Customer for Li fe
IIT Institute of Design
oLd LogI C I n reaLI ty
Loyal customers
cost less to serve
have higher expectations from your
organization and your offering
will pay more for your offering
experience helps them to get the
best price from your organization
are receptive to cross selling
are very sensitive about your
organization talking advantage of
their loyalty for marketing and price
increases
will create positive word-of-mouth
buzz for your brand
they will market it for you
are not reliable markets, and do not
always present accurate and positive
messages
noT All
cuSTomerS Are
equAlly vAluABle
The Pareto Principle says
just 20% of customers
generate 50% of the
profts. More importantly, the
customer segment formerly
described as a break-even
customer may today result in
negative profts.
Other Insights:
More customers does not
mean more proft
Attempting to keep all
existing customer is
sometimes a strategic
mistake
commonmisconceptions.Morespecifcally
theyshouldbearinmindthefollowing:
Customerloyaltyshouldneverbesought
attheexpenseofaproft.Withonly20%
ofacompanyscustomersprovidingan
acceptablerateofreturn,mostshouldnot
betargetedforloyaltyincreases.
Acquisitionefortsshouldbefavored
duringtheintroductoryandgrowthphases
oftheproductlifecycle,withretention
efortsgainingprecedenceduringthe
maturityanddeclinephases.
Marketshareandloyaltyhaveadirect
relationshiponlyinhomogeneousmarkets,
wherecustomerneedsarenarrowand
similar.
Varietyseekersanddealseekersare
notoriouslydifculttoretain,andefortsto
dosomayhaveanegativeimpactonloyal
customers.
RFM(recency,frequency,andmonetary
value)programsoperateunderthe
assumptionthatrecent,highspending
purchaserswillcontinuetobuya
companysproducts.
Can create
adversarial
relationship with
customers
Can lead
to complex
accountion
Subject to
privatization
and monopoly
regulation
Complex to
manage
Requires
constant
updating
Requires deep
customer
knowled tge
Hard to manage
Can lead to low
profts
Examples
These levers Modify customer behavior
Can easily be copied
Create marginal, temporary loyalty
Design
Interventions
Conduct design research to
understand unarticulated and unmet
needs
Develop product platforms that
address a comprehensive needs set
Conduct usability testing to ensure
offerings are best in class for
usability and usefulness
M
i
n
d
p
l
u
s
m
o
n
e
y
O
n
l
i
n
e
p
r
o
m
o
t
i
o
n
5
d
a
y
s
-
o
u
t
s
e
a
t
s
a
l
e
T
h
e
V
i
r
g
i
n
W
a
y
C
h
e
a
p
t
i
c
k
e
t
t
o
U
K
P
a
r
t
n
e
r
s
h
i
p
w
i
t
h
M
S
N
t
o
s
e
l
l
t
i
c
k
e
t
s
(
U
K
)
A
p
p
l
e
.
m
a
c
,
G
e
n
i
u
s
b
a
r
S
t
u
d
e
n
t
a
c
c
o
u
n
t
s
H
i
g
h
T
e
c
h
n
o
l
o
g
y
,
i
n
t
e
g
r
a
t
e
d
s
e
r
v
i
c
e
s
S
i
m
p
l
e
,
w
h
i
t
e
,
s
l
e
e
k
B
r
a
n
d
e
d
r
e
t
a
i
l
s
p
a
c
e
s
L
e
x
u
s
H
i
g
h
-
t
o
u
c
h
c
u
s
t
o
m
e
r
s
e
r
v
i
c
e
s
,
i
n
c
l
.
r
e
p
a
i
r
s
B
u
i
l
d
Y
o
u
r
O
w
n
L
e
x
u
s
P
a
r
t
o
f
T
o
y
o
t
a
,
t
h
i
r
d
l
a
r
g
e
s
t
a
u
t
o
m
a
k
e
r
S
p
o
n
s
o
r
o
f
l
u
x
u
r
y
e
v
e
n
t
s
s
u
c
h
a
s
U
S
O
p
e
n
B
M
W
i
D
r
i
v
e
,
n
e
w
B
M
W
i
n
n
o
v
a
t
i
o
n
l
o
u
n
g
e
a
c
t
i
n
B
M
W
g
r
o
u
p
B
M
W
c
l
e
a
n
e
n
e
r
g
y
,
B
M
W
F
o
r
m
u
l
a
1
P
a
r
t
n
e
r
s
h
i
p
w
i
t
h
A
p
p
l
e
:
i
P
o
d
d
o
c
k
H
a
r
r
a
h
s
R
e
w
a
r
d
s
f
o
r
f
r
e
q
u
e
n
t
v
i
s
i
t
s
;
h
i
g
h
p
a
y
o
u
t
s
C
u
s
t
o
m
e
r
s
e
r
v
i
c
e
2
6
l
o
c
a
t
i
o
n
s
i
n
U
S
N
u
m
b
e
r
o
n
e
c
u
s
t
o
m
e
r
s
e
r
v
i
c
e
L
o
c
a
t
i
o
n
s
w
h
e
r
e
g
a
m
b
l
i
n
g
p
e
r
m
i
t
t
e
d
Y
a
l
e
U
n
i
v
e
r
s
i
t
y
C
a
n
n
o
t
b
e
c
o
m
e
o
t
h
e
r
u
n
i
v
e
r
s
i
t
y
a
l
u
m
n
u
s
C
o
n
n
e
c
t
i
o
n
t
o
a
l
a
r
g
e
r
c
o
m
m
u
n
i
t
y
M
a
g
a
z
i
n
e
,
i
n
f
u
e
n
t
i
a
l
a
l
u
m
n
i
R
e
s
o
u
r
c
e
s
,
c
o
u
r
s
e
a
u
d
i
t
i
n
g
H
i
g
h
r
e
p
u
t
a
t
i
o
n
C
i
t
i
b
a
n
k
C
h
e
c
k
i
n
g
r
e
w
a
r
d
p
o
i
n
t
a
c
c
o
u
n
t
,
r
e
w
a
r
d
s
f
o
r
o
p
e
n
i
n
g
a
c
c
o
u
n
t
s
V
a
r
i
e
t
y
o
f
c
a
r
d
o
f
f
e
r
i
n
g
s
;
I
n
t
e
r
n
e
t
b
a
n
k
i
n
g
c
u
s
t
o
m
e
r
l
o
y
a
l
t
y
s
t
r
a
t
e
g
i
e
s
v
s
.
g
e
n
e
r
i
c
s
t
r
a
t
e
g
i
e
s
3. 3 usersvs. technology: ananalogue
BMW iDrive: A Technological
Step Backward
Inthelate1990s,BMWdesignersand
researcherswatchedwithconcernasthe
numberandcomplexityofdriverinteractions
werepoisedtoincreasedramatically.In
thepast,adrivermightadjusttheradioor
airconditioningsettings;themoderncar
permitshundredsofentertainmentchoices,
mobilephones,advanceddrivingfeatures,
andmoreallwhilethecarishurtlingdown
theroadatbreakneckspeeds.Teybegan
workingonadiferentapproach.
TeiDrivedebutedin2001intheBMW7
Series,andreplacedswitches,buttons,and
knobswithalargedisplayscreen,anda
multi-directionalknobcontrolinthecenter
console.Bymovingtheknobinoneofeight
directions,orturningit,thedrivercould
selectvariousmenufunctions,including
Climate,Communication,Navigation,and
Entertainment.Tesystemletsdriversaccess
hundredsoffunctions,allfromonecontrol,
simplifyingthedashboardandallowing
muchmorecustomizationthatwouldbe
possiblewithbuttonsandswitches.
PerhapsBMWsfrstmistakewastoallow
automotivewriterstodrivethecarwithout
anyintroductiontothesystem.Itprovedto
besufcientlynon-intuitivetofrustratemost
ofthem,leadingtoreportsoffrustrating
efortstodobasictasksliketurningonthe
heat,orchangingtheradiostation.Avoice
navigationcomponentprovidedasecond
pathtomostfunctions,butalsorequired
carefuldiction.Althoughonesalesperson
suggestedpeoplecouldgetfamiliarwith
iDriveintwoweeksofuse,mostpeople
didntwaitthatlong.[It]canfrustratesome
peoplewhohavebeendrivingsinceage15
BmW S i Drive
The product of years
of research and careful
consumer study, BMWs
iDrive system was both a
technological success and a
market disaster.
Day, J. Can BMWs iDrive Pass Its Road
Test Now? Electronic Design, June 2,
200. 8.
BMW. Business Week, June , 200.
Research & Demonstration | Fall 2006 2
Bose Customer for Li fe
IIT Institute of Design
andthinktheyshouldbeabletodriveany
carwithouthavingtotakeaclassorread
amanual,saidLeMikeLevin,whohelped
developpartoftheinterface.Tenegative
feedbackcontributedtoreducedsalesforthe
$75,0007Seriescar.
TenextcarmodelBMWreleasedwith
iDrivesportedastreamlinedsystem,with
feweroptionsandbetterspeechprocessing.
Bettertrainingwasprovidedtocarbuyers,
too,thoughkiosksindealershipssopeople
couldpracticebeforehittingtheroad.
Research & Demonstration | Fall 2006 22 IIT Institute of Design
Bose Customer for Li fe
cuSTomer-
PerceiveD vAlue
gAP
Research & Demonstration | Fall 2006 2
Bose Customer for Li fe
IIT Institute of Design
Value
Additional
Features
Ease
of Use
Price Brand
Appeal
Sound
Quality
Before purchase, customers perception of the value they
would receive from buying a Lifestyle system consists of
several building blocksadding up to a fair value for the
price asked.
3. 4 loyaltyi mpli cati onsforBose
Earlyuserresearchsuggeststhatakey
problemdriverforBoseLifestyleusersis
thegapbetweenpromisedeaseofuseand
theactualownershipexperience.Whenthe
systemturnsoutnottobequiteassimpleas
expected,theperceivedvalueofthesystem
drops,andthevaluegapbetweenthe
pricepaidandtheperceivedvaluebecomes
amatteroffrustration,leadingtoreduced
recommendationstofriends,andadecreased
likelinessofrepurchase.BosesCustomerfor
Lifeinitiativeseekstoremedythissolution
withpost-purchasesupportandinteraction
thatwillmaintainthevalueofthesystem,by
enhancingeaseofuseandotherbeneftsof
ownership.
Inourinvestigationfocustomerloyalty
programs,wehaveseenthatpost-purchase
messaginghaslimitedimpactonoverall
perceivedvalue.Rather,itisenhancingthe
underlyingvalueinthesystemthatresults
inapositiveownershipexperience.We
seepotentialinusingaloyaltyprogram
specifcallytosupporteaseofuse,but
cautionthanperhapssomeofthosefeatures
mayneedredesign,andmayalsoneedto
bepromotedindiferentwaysthatdont
overpromisecustomerbenefts.Finally,we
alsoseeopportunityinincludinglatent
featuresthatthecustomercandiscoverpost-
purchase,delightingandsurprisingthem
withadditional(andunexpected)value.
before purchase after purchase
Value Gap
After purchase, ease of use fails
to live up to expectations
Actual Ease
of Use
leading to a perceived value
gap and frustration.
This could be addressed with
new post-service services, or
latent features that surprise and
delight the customer.
New Post-
Purchase Services?
H
o
m
e
A
/
V
I
n
d
u
s
t
r
y
L
a
y
e
r
T
e
c
h
M
a
t
r
i
x
C
o
m
p
e
t
i
t
o
r
s
B
o
s
e
S
t
r
a
t
e
g
i
e
s
t
h
e
h
i
g
h
e
n
d
h
o
m
e
-
a
u
d
i
o
e
c
o
s
y
s
t
e
m
:
s
y
n
t
h
e
t
i
c
d
i
a
g
r
a
m
H
o
m
e
t
h
e
a
t
e
r
s
y
s
t
e
m
s
S
t
e
r
e
o
s
p
e
a
k
e
r
s
C
o
m
p
u
t
e
r
s
p
e
a
k
e
r
s
N
e
t
w
o
r
k
e
d
a
u
d
i
o
s
y
s
t
e
m
s
C
o
m
p
a
c
t
s
t
e
r
e
o
s
y
s
t
e
m
s
A
l
l
-
i
n
-
o
n
e
h
o
m
e
t
h
e
a
t
e
r
s
y
s
t
e
m
s
A
m
p
l
i
f
c
a
t
i
o
n
U
s
e
r
s
R
&
D
M
a
n
u
f
a
c
t
u
r
e
r
s
R
e
t
a
i
l
e
r
s
M
e
d
i
a
C
o
n
t
e
n
t
U
s
e
r
s
h
a
v
e
l
i
m
i
t
l
e
s
s
o
p
t
i
o
n
s
.
I
N
D
U
S
T
R
Y
-
W
I
D
E
S
u
r
r
o
u
n
d
S
o
u
n
d
C
o
m
p
a
c
t
S
p
e
a
k
e
r
s
W
i
r
e
l
e
s
s
A
u
d
i
o
T
r
a
n
s
m
i
s
s
i
o
n
U
N
I
Q
U
E
T
O
B
O
S
E
D
i
r
e
c
t
-
R
e
f
e
c
t
i
n
g
S
o
u
n
d
R
o
o
m
-
A
d
a
p
t
i
v
e
S
o
u
n
d
(
A
d
a
p
t
-
I
Q
)
P
e
r
s
o
n
a
l
i
z
e
d
M
u
s
i
c
S
e
l
e
c
t
i
o
n
(
u
M
u
s
i
c
)
C
a
m
b
r
i
d
g
e
S
o
u
n
d
w
o
r
k
s
B
o
s
t
o
n
A
c
o
u
s
t
i
c
s
H
a
r
m
a
n
/
K
a
r
d
o
n
K
l
i
p
s
c
h
D
e
n
o
n
N
a
k
a
m
i
c
h
i
S
o
n
y
B
o
s
e
w
i
n
s
o
n
b
r
a
n
d
,
b
u
t
t
e
c
h
n
o
l
o
g
y
l
e
a
d
e
r
s
h
i
p
c
o
u
l
d
b
e
c
h
a
l
l
e
n
g
e
d
b
y
d
e
e
p
-
p
o
c
k
e
t
e
d
r
i
v
a
l
s
.
E
l
i
m
i
n
a
t
e
t
h
e
M
i
d
d
l
e
p
e
r
s
o
n
G
e
o
g
r
a
p
h
y
I
m
a
g
e
M
a
r
k
e
t
i
n
g
H
i
g
h
P
e
r
f
o
r
m
a
n
c
e
I
m
a
g
e
N
e
w
T
e
c
h
n
o
l
o
g
y
Y
e
t
B
o
s
e
f
a
c
e
s
a
V
a
l
u
e
G
a
p
,
p
e
r
h
a
p
s
d
u
e
t
o
o
v
e
r
s
e
l
l
i
n
g
f
e
a
t
u
r
e
s
.
O
p
p
o
r
t
u
n
i
t
y
:
A
v
o
i
d
t
h
e
V
a
l
u
e
G
a
p
b
y
m
a
t
c
h
i
n
g
e
x
p
e
c
t
a
t
i
o
n
s
t
o
p
e
r
f
o
r
m
a
n
c
e
,
a
n
d
b
y
d
e
v
e
l
o
p
i
n
g
a
C
u
s
t
o
m
e
r
f
o
r
L
i
f
e
s
t
r
a
t
e
g
y
t
h
a
t
c
r
e
a
t
e
s
d
i
s
t
i
n
c
t
i
v
e
s
o
l
u
t
i
o
n
s
a
n
d
b
u
i
l
d
s
e
m
o
t
i
o
n
a
l
c
o
n
n
e
c
t
i
o
n
s
.
,
B
o
s
e
C
u
s
t
o
m
e
r
s
C
u
s
t
o
m
e
r
s
L
e
v
e
r
s
M
o
d
e
l
s
F
o
c
u
s
o
n
p
r
o
f
t
a
b
l
e
c
u
s
t
o
m
e
r
s
B
u
i
l
d
d
i
s
t
i
n
c
t
i
v
e
s
o
l
u
t
i
o
n
s
a
n
d
e
m
o
t
i
o
n
a
l
c
o
n
n
e
c
t
i
o
n
s
H
a
r
r
a
h
s
(
c
l
o
s
e
l
y
t
r
a
c
k
p
r
o
f
t
a
b
l
e
c
u
s
t
o
m
e
r
s
a
n
d
r
e
s
p
o
n
d
t
o
t
h
e
i
r
n
e
e
d
s
)
Y
a
l
e
A
l
u
m
n
i
A
s
s
o
c
i
a
t
i
o
n
(
b
u
i
l
d
o
n
a
f
a
b
u
l
o
u
s
b
a
s
e
e
x
p
e
r
i
e
n
c
e
b
y
f
o
r
g
i
n
g
o
n
g
o
i
n
g
c
o
n
n
e
c
t
i
o
n
s
)
L
V
M
H
(
h
i
g
h
t
o
u
c
h
s
e
r
v
i
c
e
)
C
i
t
i
b
a
n
k
(
t
a
r
g
e
t
n
i
c
h
e
c
u
s
t
o
m
e
r
s
w
i
t
h
l
o
n
g
-
t
e
r
m
p
o
t
e
n
t
i
a
l
)
B
M
W
(
d
o
n
t
l
e
t
t
e
c
h
n
o
l
o
g
y
f
o
r
c
e
u
s
e
r
s
w
h
e
r
e
t
h
e
y
d
o
n
t
w
a
n
t
t
o
g
o
)
I
n
t
h
i
s
d
i
a
g
r
a
m
,
w
e
s
u
m
m
a
r
i
z
e
t
h
e
m
a
j
o
r
f
n
d
i
n
g
s
o
f
o
u
r
e
c
o
s
y
s
t
e
m
r
e
s
e
a
a
r
c
h
.
F
r
o
m
b
o
t
h
t
h
e
H
o
m
e
A
u
d
i
o
p
e
r
s
p
e
c
t
i
v
e
,
a
n
d
t
h
e
C
u
s
t
o
m
e
r
L
o
y
a
l
t
y
o
n
e
,
w
e
s
e
e
s
o
m
e
p
a
r
t
i
c
u
l
a
r
o
p
p
o
r
t
u
n
i
t
i
e
s
f
o
r
B
o
s
e
a
s
i
t
e
x
p
l
o
r
e
s
w
a
y
s
o
f
d
e
v
e
l
o
p
i
n
g
C
u
s
t
o
m
e
r
s
f
o
r
L
i
f
e
.
Research & Demonstration | Fall 2006 2
Bose Customer for Li fe
IIT Institute of Design
references
Alexis,Jeremy.UsingDesigntoCreateFiercelyLoyalCustomers.RotmanMagazine(2006):
19.
Anderson,StacyA.BankingonStudents:FinancialInstitutionsTrytoBuildLong-Term
CustomerBasewithTechnology,Flexibility.WashingtonPostJune2,2006,Washingtonpost.
com.
Aron,CindyS.LaboringtoPlay:HomeEntertainmentandtheSpectacleofMiddle-Class
CulturalLife,1850-1920.JournalofAmericanHistory92.4(2006):46-7.
Becker,D.O.GamblingonCustomers.McKinseyQuarterly2(2003):48,4859.
BoseCorporationCompanyProfle.,2006.
Davis,J.,andM.Lengel.GettingItRight:TurningCustomerValueintoCompetitive
AdvantageinRetailBanking(videointerview).BetterManagement.com.October11,2005
2005.<http://www.business-performance.net/seminars/seminar.aspx?l=12940>.
Jones,TomasO.,andW.EarlSasserJr.WhySatisfedCustomersDefect.Harvardbusiness
review73.6(1995):88.
Keightley,Keir.LowTelevision,HighFidelity:TasteandtheGenderingofHome
EntertainmentTechnologies.JournalofBroadcasting&ElectronicMedia47.2(2003):236-
59.
Keiningham,T.,etal.LoyaltyMyths:HypedStrategiesTatWillPutYouOutofBusinessand
ProvenTacticsthatReallyWork.JohnWiley&Sons,2005.
Keiningham,T.,T.Vavra,andL.Aksoy.LoyaltyMyths.RotmanMagazine(2006):2528.
Kharif,Olga.SellingSound:BoseKnows.BusinessWeekOnline(2006):18.
Kim,HunShik,andSeowTingLee.ExploringtheCharacteristicsofDVDHomeTeater
SystemAdopters.MassCommunication&Society6.3(2003):267-90.
Mael,Fred,andBlakeE.Ashforth.AlumniandtheirAlmaMater:APartialTestofthe
ReformulatedModelofOrganizationalIdentifcation.JournalofOrganizationalBehavior
13.2(1992):103-23.
Nichols,Michelle.FiveWaystoBuildCustomerTrust.BusinessWeekOnline(2006):14.
Reichheld,FrederickF.LeadforLoyalty.HarvardBusinessReview79.7(2001):76-84.
Reinartz,Werner,andV.Kumar.TeMismanagementofCustomerLoyalty.Harvardbusiness
review80.7(2002):86.
Robinson,JohnP.,andGeofreyGodbey.BusynessasUsual.SocialResearch72.2(2005):407-
26.
Stutler,Doug,andDaveCalvario.InAlumniSupport,SatisfactionMatters.Fundraising
management27.9(1996):12.
WorkingHard,PlayingHarder.Economist319.7712(1991):68.
Research & Demonstration | Fall 2006 2 IIT Institute of Design
Bose Customer for Li fe
sub ti tle
Customer for Life | Section 3
User Insights
ContentS
fi eLd Study
1.1 ObservingBoseOwnership
1.2 TeSokolofskiFamily
i nSi ghtS
2.1 FindingsfromUserObservation
2.2 Insights:TeUserJourney
anaLySi S
3.1 NeedsClusterAnalysis
3.2 NeedsClustersDescribed
i ni ti aL ConCeptS
4.1 InitialInnovationConcepts
4.2 ConceptEvaluation
4.3 Recommendations
PreparedaspartofIITInstituteofDesignclassid592-038,ResearchandDemonstration
Advisor:JeremyAlexis
SeunghoChung
DanGreene
DavidMcGaw
RishabhSingh
WaewwanSitthisathainchai
Fall2006
Bose Customer for Li fe
BosehasworkedhardtomaketheLifestyle
Seriesiiioneoftheeasiestandmost
advancedhometheatresystems.Butwhatis
itlikeforthepeoplewhoownit?Teshort
answer:Wonderful!Telongeranswer:Well,
maybe there are one or two things I wish could
be diferent.
TobetterunderstandtheBoseownership
experience,weconductedthreeresearch
eforts:
Telephone interviewswithLifestyle
systemowners(12interviews)
In-home interviewswithand
observationsofLifestylesystemowners(5
interviews)
Adetailedethnographic observationof
afamilyoverthecourseofseveralweeks,
astheysetupandbecamefamiliarwitha
Lifestylesystem
Whileoursamplesizewasconstrainedby
theprojectscheduleandbudget,therange
ofcustomerresponsesconfrmedanumber
ofexistingresearchstudiesconducted
previouslybytheBoseCorporationwhile
alsorevealingsomeinterestingissuesthat
couldguidefuturedevelopment.Naturally,
fnalbusinessdecisionsaboutimplementing
conceptsresultingfromthisresearchshould
alsobeinformedbyrigorousqualitative
researchwherepossible.
Users Defned
MostBoseLifestylesystemownersarein
the40to70agerange,andareupper-middle
incomeorabove.Ourtelephoneinterviews
includedpeopleinurban,suburban,exurban,
andruralcommunities,butourin-home
interviewstookplaceintheChicagoarea,
andincludedpeopleofdiferentethnicand
personallifestylechoices.Allofoursubjects
werecouplesorfamilies;somehadteenage
orolderchildrenathome,butwhilethey
wereofeninvolvedinsettingupthesystem,
theytendednottobeprimaryusersofthe
Lifestylesystem,preferringothermedia
systemsinthehouse,orpersonaldeviceslike
iPods.
1. 1 Observi ngbOseOwnershi p
Rosourch & Domonslrul|on | Fu|| 2CC6 1 llT lnsl|lulo o Dos|gn
Bose Customer for Li fe
1. 2 UserObservati On: thesOkOlOfski s
Research Initiative
Teresearchstudywasdesignedto
understandthepurchaseandpostpurchase
experiencefortheLifestyle48systemwhile
observingasimulatedBoseownership
experience.
Participants
UrbanprofessionalEdwardandDiane
Sokolofskiliveinamulti-levelcityhouse,
alsosharedbytheiryoungerdaughter
Rachel(23years).Havingrecentlymoved
fromthesuburbs,theywereinaprocessof
refurnishingtheirnewcityhomeatthestart
ofthestudy.
Research Methodology
Adisposablecamerastudywasemployedas
partoftheprojectsprimaryresearch.Te
methodrequiredparticipantstocapture
photosoftheiractivitiesandexperiences
withtheLifestyle48HomeTeaterSystem
fortwoweeks,culminatinginanin-depth
interviewwiththeresearchteam.
WeaskedtheSokolofskistocompletethe
followsequenceofactivities:
Browseandresearchinformationonline
(Bosewebsite)pertainingtotheBose
Lifestyleline.
VisittotheBosestoretoexperience
anofcialproductdemo,askrelevant
questionsofsalesstaf,obtainaquote
fortheirpreferredsystem,andretrievea
brochure.
Setupthesystem.
Adaptthesystemtofttheirdailylifestyle.
Exploresystemfeatures.
Usethesystemtohelpentertainguests.
aboutanhour.Althoughtherewereissues
withthecommunicationandinformation
designinthemanualandthebox.Some
ofthemwerethemismatchbetweenthe
iconography(colorofthesystems,box
orientation)inthemanualandthedetails
ontheboxortheusersenvironment.
Furthermore,itwasalsodifculttolocate
theusersmanualintheboxasitlaidat
thebottomoftheboxhiddenunderthe
equipment.
3. Integrating the system with home
decor
Otherthanperformanceandsize,theability
ofthesystemtoblendinwiththeirliving
roomsdecorwasalsoanimportantconcern
forthefamily,whofoundthetestsystems
whitecolordisappointingasitclashedwith
theircolorscheme.
4. Sense of accomplishment and self
reliance (taming the technology monster)
TeSokolofskisfoundthecalibration(Adapt
IQ)processtobehighlyengaging.Tey
feltthattheabilitytosetupthesystemby
themselvesandoptimizeitsperformance
gavethemasenseofsatisfactionandself-
relianceratherthanreinforcingtheirfearsof
technology.
Rosourch & Domonslrul|on | Fu|| 2CC6 3 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
5. Adapting the system to the familys
habits
TefamilyinstalledtheirLifestylesystem
intheirlivingroomonhomesthirdfoor,
connectingittotheirnewlypurchasedLCD
televisioninordertocreateanoptimal
entertainmentexperience.Resultsofthe
study,however,showedthattheSokolofskis
spentmostoftheirtimeinthefamilyroom
adjacenttothekitchen,aroomtypicallyused
forsocializingandentertainingandwhich
alsohousedaTVandamediacenter.Te
entertainmentroomwasusedonlyforspecial
occasionsandforwatchingspecialmoviesor
programs.
Withover-busylives,mostofthefamilies
listentomusic,TVormovieswhiledoing
otherthingsintheotherroomsofthehouse.
Henceeventhoughthefamilyinvestsina
highendsystemforentertainmentdesires,
theyendupusingitonlyonafewoccasion
therebyleavinglittlerecalloftheexperience
whichalsoafectsadvocacy.
Rosourch & Domonslrul|on | Fu|| 2CC6 4 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
2. 1 fi ndi ngsfrOmUserObservati Ons
Feature usage
& BeneFits
Bose users were asked to talk
about the features of their Lifestyle
systemboth the ones they really
liked, and the ones they were less
satisfed with. A composite ranking
of their reactions is shown at right,
revealing a feature appreciation
profle.
OurinteractionwithBoseLifestyleowners
revealedbroadsatisfactionwiththesystem.
Bosehasclearlyunderstooditsusers,andhas
createdaproductthat,byandlarge,notonly
meetsbutexceedstheirexpectations.We
did,howevernoticefourrecurringthemes
thatmaysuggestfuturedesignevolutionof
similarhometheatreoferings:
Theme One | Multimedia vs. Music
Mostofourresearchsubjectsspendmore
timeusingtheirBosesystemwithavideo
display(eitherwatchingbroadcastorcable
TV,orDVDs)thanlisteningtomusic.Tis
mayseemobviousforahometheatre
product,butitisimportanttonotethat
Bosesbackgroundisinsystemsdesignedto
faithfullyandcompellinglyreproducemusic.
Tatheritage(combinedwithtechnical
constraintsandcontentrightsissues)isalso
refectedintheLifestylesystemsabilityto
storemusicfromCDsbutlackofstorage
abilityformovies.Likewise,muchofthe
buzzinmusictechnologytodayisrelated
topersonaldevicesliketheiPodyet
connectivitywiththeLifestylesystemis
somethingfewownersfelttheyunderstood,
andnonehadsuccessfullyaccomplished.
Implications.WithmultimediaLifestyle
usegrowing,willfuturesystemsstore(or
accessfromotherstorage)video?Tis
themealsotouchesonemergentconcepts
ofhomemediahubs(discussedinour
Recommendationsattheendofthisreport),
whichhaveyettoimpacttheBosetarget
audiencebutwillsoon.
Theme Two | Time Limitations
Onepotentialsubjectcontactedforaphone
interviewlaughedwhenaskedifhewould
bewillingtotalkabouthisownership
Perceived Value Feature Notable reactions
Posi ti Ve
Compact size of speakers and base unit I love how they ft anywhere!
RF remote control
The power of the remote to work through walls is amazinggreat for
answering the phone, entertaining outdoors (with remote speakers), etc.
Sound quality People love how great their TV, movies, and music sound.
800 Number Customer Support
Bose representatives have been very helpful, offering to send spare parts
(like speaker wire) for free, and answering all questions.
uMusicCD storage & playback
People love how easy it is to store a CD in memory, and the resulting
space and clutter savings
Manual The manual seems clear and easy to use.
Neutral
BoseLink
Nobody currently uses this feature; some respondents indicated they
might want to explore wireless expansion in the future
AdaptIQ
Ease of setup (and resulting sound quality) was appreciated, but less
relevant to ongoing ownership.
Negati Ve
uMusiccustom playlists Too hard to fgure out! Seems like a chore to go through the manual.
Surround Sound Adjustability
The news should sound one way, music another way and, Why
cant I simulate stereo for my old mono recordings & movies?
Connectivity of Audio Sources
Diffculty of connecting multiple audio sources was notedparticularly
diffculties (or lack of obviousness) with iPods or turntables
Size of Bass Unit It just sticks out so much!
Rosourch & Domonslrul|on | Fu|| 2CC6 5 llT lnsl|lulo o Dos|gn
Bose Customer for Li fe
experience.Totellthetruth,hesaid,its
stillintheboxsixmonthsaferIbought
it!Bosesystemsappealtopeopleofatleast
moderatewealth,andnotsurprisingly,they
areofenbusywithbusinessorpersonal
activities.Morethanoneinterviewee
describednothavingenoughtimetosit
downandgothroughtheBosemanualone
personevensaidshehadearmarkedpartof
herChristmasvacationtolearnhowtouse
uMusicninemonthsaferfrstsettingup
hersystem.
Implications.Successfuldesigninnovations
willanticipatethebusypaceBoseowners
maintain,andbothaccommodatelimited
freetime,anddemonstrate sufcient valuein
takinguptimethatcouldbespentotherwise.
Theme Three | Its My Fault.
Severalofourrespondentsexplainedtheir
difcultywith,orlackoffamiliaritywith,
particularBosefeaturesbysaying,Itsmy
fault.Itislikelythattheysaidthistothe
interviewertoclarifytheydidntholda
grudgeagainstBose,anddidntwanttheir
lackofknowledgeinorabilitytousea
certainfeaturetorefectnegativelyuponthe
companybutatthesametime,itsuggestsa
certainamountofguiltisinplay.Itmayalso
betiedtothesensethattheypaidmoneyfor
anexpensivesystem,andrealizetheyarent
takingadvantageofit.Whateverthesource
ofthesefeelings,theycanthelpbutcolorthe
relationshiptheyhavewiththeproduct,and
withtheBosebrand.
Implications.Tetoneofthemanual,
800numbersupport,andBosestorestaf
interactionsallshouldreassurecustomers
thatthesystemistheretoservethem,and
thatitissimpleandeasytouseeventhe
advancedfeatures.Tryitout!
Theme Four | Appearances Count
Tisonecaughtusbysurprise.Bosehas
clearlyinvestedheavilyinminimizingthe
sizeandvisualimpactofthespeakers,and
incrafingapleasingappearanceforthe
baseunit.Nevertheless,whenweplaceda
Lifestylesysteminthehomeofafamily,for
on-sitetestingoverthecourseofseveral
weeks,theyexpressedstrongdismaythatit
waswhiteinsteadofblack.Itseemsallthe
otherdecorativeaccessoriesintheroom
wereblack,andthewhitestereodidnt
match.Likewise,weunderstandthatthe
bassunithasbeenmaderemarkablysmall
throughadvancedaudiotechnologydesign.
Yetseveralsubjectscomplainedofhowbig
itwas,andawkwardinappearance.(Tis
perspectivemayalsohavebeencolored
bythefactthatouron-siteobservations
wereconductedinanurbanarea,with
correspondinglytighterlivingquarters,even
forwealthyfamilies.)
Webelievethatbothreactionsdescribed
abovestemfromauserdemographicthathas
theabilitytoindulgeveryparticularinterior
designtastes,andwhichevaluatesconsumer
electronicequipmentnotonhowfarithas
advancedfrompreviousmodels(suchas
large,obtrusivespeakercabinets),butpurely
onitsownaestheticvalue.
Implications.Bosemaywanttoconsider
providingmorefexiblefnishoptionsfor
boththemainconsoleandthebassunitfor
example,woodfnishes(tomakethemlook
morelikefurniture),orskinsthatwould
enabletotheconsoletobecustomizedto
matchanydecor.
Clustering Research Insights
Inadditiontothebroadthemesdiscussed
above,wedrewmorethan150individual
insightsfromouruserinteraction.We
groupedinsightsintoclustersthatfell
naturallyintoanOwnershipJourney,
progressingfrombeforepurchase,through
setup,use,andextensionslikemaintenance
andrecommendation.TeOwnership
Journeydiagramisshownonthenextpage.
Rosourch & Domonslrul|on | Fu|| 2CC6 6 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
2. 2 i nsi ghts| theOwnershi pJOUrney
Wedrewmorethan150individualinsights
fromourinteractionswithBoseowners,
eachrefectinganotableaspectoftheir
experiencewiththeLifestylesystemand
withBoseasacompany,orwiththeiruseof
mediaintheirhome.Wegroupedinsights
intoaseriesofclusters,whichwerethen
namedandorganizedinthediagrambelow
intothephasesoftheBoseownership
journeytheprogresspeoplegothrough
frompre-ownershipthroughtoadvocacy.At
eachstageinthejourney,someoftheinsight
clustersrelatedtoactualexperiences,and
otherstoexpectations.
Tisdiagramisusefulforseeingthe
broadsweepofinteractions,butitisvery
importanttonotethatmanyclustersinclude
bothpositive andnegativeinteractions.
Forthisreason,theJourneychartismost
valuablewhencombinedwithanorthogonal
viewofuserinsightsfoundintheNeeds
Clusters discussionwhichfollow.
Raw clusters of insights.
A t t r A c t i o n
Pre-Purchase
e n t r y
Purchase & Initial Setup
e n g A g e m e n t
Owning & Using
e x t e n s i o n
Advocacy & Adaptation
E
x
p
E
r
i
E
n
c
E
information
Advanced Features
Experience over Technology
Size & Design
Setup confusion
The Manual: Hits & Misses
AdaptiQ
intuitive Functionality
Usability & complexity
Underestimation of Technology
Time constraints
connectivity
Feature Shortcomings
Habitual Use-modes
Learning
Growth & the Future
Keeping Up-to-date
Service Expertise
E
x
p
E
c
T
A
T
i
o
n
Sound Quality
Multiple User Accommodation
product Design & Appearance
Sales relationship
Access to My Music collection
Setup Feedback
Setup Service
Setup Guidance
Transparent Usability
Brand imprimatur
product Design cues Quality
Show-me Learning
Multimedia Dominance
connect with Me
Help me Understand
Evangelizing Friends & Family
Insights are divided into actual experiences, which people
really went through, and expectationsthe desires people had
at various stages.
Rosourch & Domonslrul|on | Fu|| 2CC6 7 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
3. 1 needsclUsteranalysi s
Intheprevioussection,weshowedclustered
insightsaboutBoseuserbehavior,mappedto
anownershipjourney.Tisanalysisrevealed
thestagesofownershipandtheconcernsthat
dominateineachone,butdidnothelpus
distinguishbetweendiferentkindsofusers.
NeedsClusteranalysis,inthissection,isa
wayofcombiningobserveduserbehavior
modeswithusersunderlyingmotivations
andgoals.TeresultisaseriesofNeeds
Clustersthatcanbeusedtoframediferent
kindsofinteractionsapersonmayhave
withtheBosesystem.Becausewespeakof
modesandgoals,weareabletodescribe
userbehaviorthatchangesovertime,oreven
frommomenttomoment.Apersonmight
haveonesetofgoalswhentheyfrstbuythe
system,andadiferentsetwhenusingit.Or,
theymightbeinafddlingmodewhile
settingupforaparty,butwhentheparty
starts,theyareinentertainingmode.
Rosourch & Domonslrul|on | Fu|| 2CC6 8
Bose Customer for Li fe
llT lnsl|lulo o Dos|gn
Requirements
TefrststepinNeedsClusteranalysisisto
identifyusergoalsorRequirements.Tese
couldbeanswerstothequestion,Whyisthe
userswitchingontheBosesystemnow?
Multimedia Thrills TeLifestylesystemprovidesgreatsoundtoaccompany
video(TVorDVD).Vibrancymaytrumprealism.Audio
isreallyjustpartofalargersensorypackagesomeofthe
additionalelementsincludealarge,high-quality(possibly
HighDefnition)videodisplay,properencodingofcontent
(DolbyDigital5.1Surround),andtightintegrationfora
supremelyimmersiveexperience.
Cultivated Mood Musicshouldefectivelycomplimentandenhancethemood,
whetherforisaparty,afamilydinner,orasolitaryperson
reading.Teparticularcontentmaybelessimportantthan
thekind ofmusicandthatminimalefortisrequired.
Uninterrupted Experience Temusicshouldjustfowcontinuously,freeofunwanted
hiccups,delays,interference,andskips,regardlessofthe
source(radio,CD,PC,server,etc).
Unfettered Access Alluser-ownedorsubscription-basedcontentshouldbe
easilyaccessiblefrom,regardlessofwhereitresides(CD,hard
drive,server,MP3player,PC,etc).Moreover,legacyformats
shouldbeabletobeintegratedintothesystem:LPrecords,
reeltoreeltape,etc.
Masterful Control Optionsforcontentrouting,systemexpandabilityand
interconnectivity,playback,inputandoutputselection,EQ
adjustment,speakerconfguration,andefectsmanagement
shouldbeabundantandreadilyavailabletotheuser.
Rosourch & Domonslrul|on | Fu|| 2CC6 9 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
Behavioral Modes
TenextstepinNeedsClusteranalysisisto
deriveaseriesofobservedBehavioralModes,
basedonourinterviewsandobservationsof
Boseusers.Ausermightbeinseveralmodes
overthecourseofaninteractionwiththe
system.
Frustrated
Interconnector
Whentheprimaryconcernsoftheusershiftowardssoundoptimizationandaccessto
externalcomponents(hardwareorservices),problemsariseifthesystemdoesnotrespond
asanorchestrawouldtoaconductor.Teexperientialassetspreviouslyadmiredbytheuser
begintovanishastechnicalissuesmount.Withstandardscompliance,cablecompatibility,
andsignalstrengthtakingcenterstage,theuserbecomesincreasinglyawareofthesystems
limitations(e.g.shortageofappropriateinputs/outputs,codeccompatibility)andperturbedby
thelackadequateguidancetheprintedmanualafords.
Constant Fiddler Unabletodevoteenoughtimetomastersettingsorfeaturesbycloselyconsultingthemanual,
usersseekingspecifccontent,uncommonhardwareconfgurations,orcustomizedsound
mayfndthemselvesconstantlyadjustingandtweakingthesoundtogetitjustright.High
expectations(possiblyencouragedbythesystemspromotionalmaterials)maygiverisetoa
perfectioniststreak,ultimatelyrenderingasatisfyingsolutionelusive.
Proud Papa Teuserderivesmorepleasurefromguestspositivereactionstothesystemthanitsusability,
convenientfeatures,orsoundqualitybecausehebelieveshispurchaserefectshisgoodtaste,
fnancialstatus,andcompetentdecision-makingabilities.
Gracious Entertainer Intentonkeepingthefocusonhisguestspleasure,theuserviewsthesystemmoreasameans
toanendaneventenjoyedbyallratherthanashowcasingofawondrouspossession.Tus,
heremainscarefulnotdrawtoomuchattentiontothehardware,aneasytaskconsideringthe
compactnessofthesystem.
Contented Novice Blissfullyignorantofthesystemssuperpowers,theuseriscontentsimplytohavedecent
qualitysoundemergefromthespeakerswhenhepressesplay.Unconcernedwithlimitations
ofsystem,herarelyventuresbeyondthebasics,denyinghimselfthebenefts(andhassles)of
usingadvancedfeatures.
Busy Under-user Toopreoccupiedwithothertasksandresponsibilitiestoquenchhisdesiretoexplorethe
outerreachesofthesystem,helacksthetimerequiredtomasterenoughfeaturestojustifythe
purchasecost.
Rosourch & Domonslrul|on | Fu|| 2CC6 1C llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
Observed behavi Oral mOdes
Frustrated
interconnector
Constant
Fiddler Proud Papa
gracious
entertainer
Contented
Novice
Busy
under-user
r
e
q
U
i
r
e
m
e
n
t
s
(
b
e
n
e
f
i
t
f
r
O
m
U
s
e
)
Multimedia
thrills
Cultivated
Mood
uninterrupted
experience
unfettered
access
Masterful
Control
3 Quest for Perfection
2 Total Control
1
Just Want
It To
Work
4 Were a Little Lost
needs Clusters
1. Just Want It to Work
2. Total Control
3. Quest for Perfection
4. Were a Little Lost
5. Play On!
6. See My Bose
3. 2 needsclUstersdescri bed
TefnalstepinNeedsClusteranalysisisto
fndthenaturalgroupingswhereBehavioral
ModesandRequirementsintersect.For
example,wefoundsimilaritiesinthered
areaabove,Cluster1:JustWantIttoWork.
Whetherthesepeopleareunder-usersofthe
system,ornovices,theirinteractionswiththe
system,eitherseekingMultimediaTrillsor
aCultivatedMoodweremuchthesame.
Inthefollowingsection,wedescribeeach
NeedsClusterindepth,andalsoidentify
criticalDesign Criteria foreachone.Design
Criteriarefectinsightsfrominterviewsand
observations,andframeopportunitiesfor
innovation:whatkindsofinteractionsshould
beencouragedandsupported?Whatkinds
offrustrationsshouldbesimplifedand
improved?DesignCriteriabecomecritical
bothindevelopinginnovationconcepts,and
inevaluatingwhethertheconceptswillbe
successfulwhenimplemented.
6 See My Bose
5 Play On! 5 Play On!
Rosourch & Domonslrul|on | Fu|| 2CC6 11
Bose Customer for Li fe
llT lnsl|lulo o Dos|gn
NEEDS CLUSTER DESCRI PTI oNS
Just Want It to Work
Description
Basichometheaterneedsmustbemet.Ata
minimum,thesystemshouldproduceclean,
highfdelity,andundistortedplaybackofTV,
DVD,andCDaudiocontent,recognizeall
songsandmoviesfromdisksautomatically,
delivergreatimmersivesoundwithlittletono
tweaking,andachievethedesiredambiance
withfewbuttonpresses.
Design Criteria
Provideaquick-startguide.
Providebasicsystemsetup.
Oferpersonalizedsetupandsystem
introduction.
Simplifycumbersomefeatures.
Oferquickguidance.
Makefeaturesintuitivesolittlelearning
isrequired.
Helpuserconnectothermusicsources.
Showmeaccessoriesthataddbenefts.
Eliminateneedforupdatediscs.
Total Control
Description
Troughthesystem,theusershouldbeable
toobtaincontentthesystemfromanysource
atanylocationandathisconvenience.With
theabilitytomanipulateeveryaspectofthe
systemfromcontentaccesstohardware
expandability,frominterconnectivitytospeaker
calibrationtheusershouldfeelasthoughhe
ishackingthesystemwithouthavingtodothe
legwork,assumingnearlywizard-likepowers
overhissystemwiththeremoteactingashis
wand.
Design Criteria
Provideallthedetailsabouteachcontrol.
Provideself-setupguide.
Allowconnectiontomultipleaudio
inputs.
Provideaccesstousersentiremedia
library.
ProvidebackupofuMusiclibrary.
Showmeexpansionoptions.
Provideanupgradepath.
UpdatesystemviaInternet.
See My Bose
Description
Tesystemshouldallowownerstodemonstrate
thesystemscapabilitiestoguestsinwaythat
portraysthethemastasteful,competent,
andthoughtfulwhileprovidinganumberof
compellingreasonsforgueststopurchasethe
systemforthemselves.Ultimately,itshould
enhancethatstatureoftheownerwhile
providingasatisfyingexperienceforhisguests.
Design Criteria
Helpusershowsystemtoothers.
GivemeprideofownershipasItalkto
others
Showmeaccessoriesthataddbenefts.
Provideanupgradepath.
Supportdcormatchingofphysical
system.
User Feedback
Tiswouldbegreatjustlikeonthecomputer.
Tatisverysmart!
Extensions
CouldthislinkdirectlytotheBosewebsiteforthemostup-to-dateinformation?
Rosourch & Domonslrul|on | Fu|| 2CC6 16 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
tuCk-a-way mi ni -manuaL
MINI
GUIDE BOOK
FOR
BOSE SYSTEM
Description
Asupplementalownersmanual,inasmaller
format,thatslipsintoaspaceunderthemain
Lifestyleconsole.Tenewmanualwould
focusonusabilityissues(notsetup),and
wouldcontaineasy-to-understanddiagrams,
step-by-stepinstructions,andanindex.
Potential User-Cluster Appeal
WereaLittleLost
JustWantIttoWork
QuestforPerfection
Design Criteria Addressed
Pointtoquick-fxeswhenusergetsstuck.
Simplifycumbersomefeatures.
Makespecialfeaturesfeelaccessibleand
friendlytousers.
Oferquickguidance.
Providemultiplewaystoansweruser
questions.*
User Feedback
PerfectIdloveit.TenIwouldnthavetogogetthatbigthickmanual.
Wedohaveaplacetokeepourmanual,butiftherewereaplacetokeepitbythestereo,that
wouldbeuseful.
Extensions
Selectingwhichfeaturestodiscuss,andatwhatlength,maybedifcult.
Rosourch & Domonslrul|on | Fu|| 2CC6 17 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
update di Sk + newSLetter + SampLe muSi C
BOSE UPDATE CD PACKAGE
SEASON 4 : CHRISTMAS HOLIDAY
UPDATE CD
NEWS LETTER
MUSIC LIST
are included
Description
Expandtheupdatediscpackagetoincludea
shortnewsletterinthesamemailer.Sections
mightincludeaFeatureFocusthatwould
explainhowtobeneftfromoneofthe
advancedLifestylesystemfeatures,and
showhowarealBoseownerwasusingthe
feature.Musicandvideoreviewswouldbe
complementedbyexclusivenewmusictracks,
inavarietyofmusicalgenres,freeofcharge,
ontheupdatediscitself.
Potential User-Cluster Appeal
QuestforPerfection
SeeMyBose
Design Criteria Addressed
Helpuserownthefeatureby
understandingwhy&howitworks.
Showmehowtodothingsdontjusttell
me.
Showmeexpansionoptions.
Showmeaccessoriesthataddbenefts.
User Feedback
Iwouldntreadthenewsletter.Newmusicwouldbenicehey,Ispent$4,000onastereo,its
nicetobethrownabonewithabonuslikethat.
Ijustunsubscribedfromthenewsletterwhateverwasoferedwouldneedtobemore
practical,insteadofjustadvertisingforotherproducts.
Extensions
TequestionofhowBosecansupportanentiremusiclifestyleisintriguingandworthfurther
exploration.Atwhatpointisitaboutmusic,morethanjusttheequipmentforplayingit?
Rosourch & Domonslrul|on | Fu|| 2CC6 18 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
whi te-gLove Setup Servi Ce
Bose
Description
Bose-trainedprofessionalswouldcometo
acustomershometosetuptheLifestyle
system,andspenduptoanhourwalking
throughthevariousfeatures,helpingthe
newownerbecomefamiliarwithallitcan
doandgettingallthesettingsjustright.May
beanadditionalchargeitemespeciallyif
physical/wiringsetupisneeded.Because this
could be an expensive service to provide, it
could be ofered only to users who demonstrate
a needperhaps if they respond to a follow-up
call several weeks afer purchase and say they
havent set their system up yet.
Potential User-Cluster Appeal
JustWantIttoWork,QuestforPerfection
WereaLittleLost,PlayOn!
Design Criteria Addressed
Providebasicsystemsetup.
Oferpersonalizedsetupandsystem
introduction.
Helpuserownthefeatureby
understandingwhy&howitworks.
Makespecialfeaturesfeelaccessibleand
friendlytousers.
Showmehowtodothingsdonttellme.
Providebasicsystemsetup.
Clearlywalkmethroughthebasicstepsto
dothings.
User Feedback
Ifitwasfree.
Ifsetupwereincludedintheprice,wedtakeadvantageofittheywouldhavevaluable
knowledgeandcouldtellusabouttheproduct.
IaskedaboutsetupserviceswhenIboughtmysystemtheysaidIdhavetowaitfourtosix
weeks!Idwantanysetupservicetobeavailablewithinafewdays.
Extensions
Cost-efectivenessisthebiggestchallenge.Somecustomersmightgladlypaymore,though.
Rosourch & Domonslrul|on | Fu|| 2CC6 19 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
onLi ne Learni ng moduLeS
WELCOME TO
BOSE ONLINE LEARNING SITE!!!
Instruction
Special Features
FLASH HTML
Description
AspecialareaontheBose.comwebsite
wouldofertutorialsthatshowownershow
tousediferentfeatures.Eachonecould
beself-paced,andrevisitedasdesired.Te
tutorialsmightincludestep-by-stepwritten
instructions,asmallvideoorbriefanimation,
andsomepracticalsuggestionsforways
manyBoseownerstakeadvantageofthe
features.
Potential User-Cluster Appeal
TotalControl
WereaLittleLost
Design Criteria Addressed
Provideallthedetailsabouteachcontrol.
Makespecialfeaturesfeelaccessibleand
friendlytousers.
Showmehowtodothingsdontjusttell
me.
Providebasicsystemsetup.
Oferpersonalizedsetupandsystem
introduction.
Provideautomatedaccesstouserguides.*
User Feedback
Probablywoulduse,butImnotsurehowmanypeoplewould.
IvenevervisitedtheBosewebsite.
Iliketheideaofjustgettingstep-by-stepinstructionsitwouldntevenneedvideo.
Extensions
Howmightthisinteractwithauserforumtodiscusstipsandshortcuts?
Rosourch & Domonslrul|on | Fu|| 2CC6 2C llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
Li feStyLe phone ConCi rge
Id like to ask about
my
Lifestyle system....
Yes, Sir
You can ask anything
Description
Atoll-freetelephoneservice,wouldinstantly
recognizeLifestylesystemowners,and
providepersonal,friendlytelephonehelp
foranyquestionsyoumighthaveabout
yoursystem.Operatorscoulddialintothe
Lifestylesystemfordiagnosis.Addedvalue
includesmusicandvideorecommendations.
Potential User-Cluster Appeal
WereaLittleLost
QuestforPerfection
Design Criteria Addressed
Pointtoquick-fxeswhenusergetsstuck.
Makespecialfeaturesfeelaccessibleand
friendlytousers.
Providemultiplewaystoansweruser
questions.*
Helpuserownthefeatureby
understandingwhy&howitworks.
Showmeexpansionoptions.
User Feedback
NoImtoobusy.
Iloveitwhenyouhaveaproblemwithsomething,likeacomputer,andyoucallthat800
number,andtheyjustwalkyouthroughit,stepbystep.
Donttheyalreadydothis?
Extensions
Nuancesofservicelevelarekeyforexample,havinginstant,personalrecognitionofthecaller,
ratherthanrequiringidentifcationbyserialnumberorcasenumber.
Rosourch & Domonslrul|on | Fu|| 2CC6 21 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
i n-Store CLaSSeS
Description
Atconvenienteveningand/orweekendtimes,
alocalBosestorehostsabriefseminars
onvarioustopicsrelatedtogettingthe
mostoutofaLifestylesystem.Topicscould
include:howtosetupuMusicplaylists;how
tocustomizesettingsfordiferentkindsof
music;andhowtoconnectotherdeviceslike
iPodstoyourLifestylesystem.Eachseminar
mightalsoincludesamplemusicgiveaways,
andmightalsoincludelightrefreshments.
Potential User-Cluster Appeal
PlayOn!
SeeMyBose
Design Criteria Addressed
Clearlywalkmethroughthebasicstepsto
dothings.
Helpusershowsystemtoothers.
GivemeprideofownershipasItalkto
others
User Feedback
NoImtoobusy.(multiple respondents)
Itcouldbenice,ifitwerealways,say,thethirdTursdayofeverymonth,andjusthaveitbean
informal,drop-inevent.
Extensions
Makingthisasocialevent,centeredonanenjoymentofmusicandmedia,wouldbeimportant
tomakingitfeellesslikeachore(aburdenofownership)andmorelikeaperk.
Rosourch & Domonslrul|on | Fu|| 2CC6 22 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
4. 2 cOnceptevalUati On
Weconductedacursoryevaluationofinitial
concepts,usingtwoscorecardstoconsider
thepotentialofsuccesswithcustomers,and
thecommercialviabilityoftheconcept.
TeCustomer Success Scorecard
considersthepotentialvalueforeach
NeedsClusteronascaleofonetofve.We
alsoincludedagenericcriterionderived
fromresearchcitedinourEcosystem
researchpaper,whichplacedahighvalue
onCustomerRelationshipManagement
solutionsthatinspireanemotional
connectionbetweenthecustomerandthe
brand.Finally,weassignedascorebasedon
userfeedback.
Tisevaluationnotonlyshowsthehigh
potentialofCustomerSuccessforconcepts
liketheUpdate Disc + Newsletter +
Music andWhite Glove Setup concepts,
butalsothatthePlay On!andTotal Control
NeedsClustersarerelativelyunderserved
bycurrentconcepts.Futureconcept
developmentmaywanttoexploreadditional
waysofsupportingtheseNeedsClusters.
Customer Success Scorecard Potential value, from 1 (least) to 5 (best)
USER CLUSTER CRI TERI A
GENERI C
CRM
CRI TERI oN
QUALITATIVE
RESEARCh
CoNCEPT
Just Want
it To Work
Total
control
Quest for
perfection
Were a
Little Lost play on!
See My
Bose
Emotional
connection
Direct
User
Feedback
Total
Scores
help Button 5 3 3 5 2 1 3 5 27
hide-a-way Mini-Manual 4 3 4 5 3 2 2 4 27
Update Disc + Newsletter + Music 3 4 5 4 2 5 4 3 30
White Glove Setup 5 1 5 5 5 4 5 5 35
online Learning Modules 2 4 3 4 2 3 3 3 24
Lifestyle Tele-Concirge 3 2 4 5 3 4 4 2 27
In-Store Classes 1 2 3 3 4 5 5 1 24
CLUSTER ToTALS
23 20 29 31 21 24 26 5
Rosourch & Domonslrul|on | Fu|| 2CC6 23 llT lnsl|lulo o Dos|gn
BOSE CSTOMER FOR Ll FE
TeBoseCommercialViabilityScorecard
isanestimateofhoweasilyandproftably
Bosecouldexecuteeachconcept.Tecriteria
include:
Targetability.Cantheconceptbe
focusedjustatthegroupofcustomers
thatneedit?Low-scoringconcepts,
suchasthoserequiringachangetothe
productsfunctionality,wouldhavetobe
implementedacrosstheboard.Onthe
otherhand,evenWhiteGloveSetupcould
beoferedfreeonlytothosecustomerswho
haventsetuptheirsystemaferamonthof
ownership,oratanextrachargeforsome
customers.
Cost-effectiveness of implementation.
High-scoringconceptswillcostrelatively
lesstoimplement.
Leverages Brand.Doestheconceptbuild
onrecognizedBosebrandattributes,and
contributetopositiveperceptionsofBose
asacompany?
Increase of Advocacy.Doestheconcept
encourageBoseownerstotakegreater
prideintheirpurchase,andrecommendit
toothers.
Capability Fit.DoesBosehavethe
capabilityin-housetoexecutetheconcept?
Anobservationfromthissuiteofconcepts
isthattheyarerelativelyexpensiveandless
targetable,butseemtoftstronglywith
currentBosecapabilities.Considerationsof
thesefactorsmaybeworthconsideringin
futureconceptdevelopmenthowmightwe
makeconceptsmoretargetableandcost-
efective,evenifitmightrequireoutsourcing
skills?