Chapter 2 Winning customers and competing effectively
Order qualifiers and order winners
Order Qualifiers factors are characteristics of a product or service that are required for them even to be considered
by a customer, such as holding a recognized quality standard (e.g. ISO 9000) or being able to fly directly to a
customer's destination airport. Having more of these factors will not normally give firms opportunities to do more
business.
Order Winners factors are those characteristics which directly contribute to winning business from customers, such
as speed of delivery or the flexibility to increase or decrease production output to meet demand. They are the key
reasons for customers to purchase goods and services and improving the performance of these factor may result in
increased business.
How to compete on OQ’s and OW’s?
5 internal performance objectives
- Cost
- Quality
- Dependability
- Flexibility
- Speed
Competing on cost Competing on dependability
Competing on quality Competing on speed
Competing on flexibilty
Order qualifiers and order winners
Order Qualifiers factors are characteristics of a product or service that are required for them even to be considered
by a customer, such as holding a recognized quality standard (e.g. ISO 9000) or being able to fly directly to a
customer's destination airport. Having more of these factors will not normally give firms opportunities to do more
business.
Order Winners factors are those characteristics which directly contribute to winning business from customers, such
as speed of delivery or the flexibility to increase or decrease production output to meet demand. They are the key
reasons for customers to purchase goods and services and improving the performance of these factor may result in
increased business.
How to compete on OQ’s and OW’s?
5 internal performance objectives
- Cost
- Quality
- Dependability
- Flexibility
- Speed
Competing on cost Competing on dependability
Competing on quality Competing on speed
Competing on flexibilty
