In Switzerland we have a children song called „Dr Hans im Schnäggaloch“. The lyrics says „Hans has everything what he likes but he likes to have other things“.
Of corse this is very true in the business world (as almost all children issues ;)). Let me give you some examples:
I work for companies producing and selling products directly to customers. Most of those companies are thinking a lot how they can outsource the selling part.
I also work for companies trading products B2B and those are the ones thinking about how to sell B2C.
It’s the same for companies selling products on a „flat rate“ basis: They think about how to sell every product for a fixed price – and of corse vice versa.
Nowadays it is all about „online marketplaces“ (didn’t we had this 10 years ago?) but a few years ago WOM (word of mouth) was the way to go.
Companies with almost zero WOM-potential started with WOM
(ex. sending boring product examples to blogger).
The effort was huge but the good old marketplace concept was more successful. Most of those B2C companies realized the gap – and moved the WOM aka social media departments to the CRM guys – where it belongs (in most cases).
With the „Marketplace everything“ trend the game continues.
Strong WOM companies/industries are trying to become (part of) a marketplace.
A good examples are house-cleaner marketplaces. Their problem are clients like me: If I need a new cleaner I ask my friends for recommendation first (and book/pay online).
Personal trainer? 99% WOM.
Bicycle mechanics? 95% WOM. Gynecologist? 99% WOM. Physiologist? 85% WOM. Hotels? Ok let’s say 50% WOM, 50% price.
If you are a famous meat restaurant gluten free menus are may is an option – but better calculate carefully if this is the best investment* you can do :)
*the alternative is NOT doing nothing but improve the WOM value.