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From: Tuli, Kohli, and Bharadwaj (2007)
What are Solutions? Supplier View
Marketing Manager,
Fortune 500
“Solutions are
combination of products
and services that are
integrated and
customized to solve the
specific business
problems of customers.”
Product 1
Product 2 Product 3
Product 4
Suppliers: A solution is a “product bundle”
(Product = good or
service)
From: Tuli, Kohli, and Bharadwaj (2007)
What are Solutions? Customer View
“A solution to me is when a supplier
proposes bringing in value
beyond the widgets.
. . . it’s more about finding what
I really need . . . making sure
that the widgets meet my
requirements and work well
with each other, bringing these
widgets into my business, and
making sure that they are around
to ensure that the widgets do
what they were required to do.
It’s simply soups to nuts for me.”
Requirements
Definition
1
Customization &
Integration
2
Deployment3
Post-Deployment
Support
4
Four Relational Processes
% of Supplier
Mentions
% of Customer
Mentions
8673
7 76
86
92
4
4
From: Tuli, Kohli, and Bharadwaj (2007)
The disconnect …
Suppliers Customers
Want to sell
customized and
integrated
Product
Bundles
Want to buy
ongoing
Relational
Processes
that help them
succeed
• Helps organize to better
execute all four processes,
(not just customization &
integration)
• Helps communicate value
of ALL four processes
=> Better pricing and
profits
• Customers care about all
four processes
• A solution is only as good
as the weakest link
Better Pricing
Better execution
Better solution design
How does the four processes
view help suppliers?
A Customer Centric Definition: A solution is a set of customer-supplier relational processes comprising (i)
customer requirements definition, (ii) customization and integration of goods and/or services, (iii) their
deployment, and (iv) post-deployment customer support, all aimed at meeting a customer's business
needs

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Rethinking Customer Solutions: From Product Bundles to Relational Processes | Part 1

  • 1. From: Tuli, Kohli, and Bharadwaj (2007) What are Solutions? Supplier View Marketing Manager, Fortune 500 “Solutions are combination of products and services that are integrated and customized to solve the specific business problems of customers.” Product 1 Product 2 Product 3 Product 4 Suppliers: A solution is a “product bundle” (Product = good or service)
  • 2. From: Tuli, Kohli, and Bharadwaj (2007) What are Solutions? Customer View “A solution to me is when a supplier proposes bringing in value beyond the widgets. . . . it’s more about finding what I really need . . . making sure that the widgets meet my requirements and work well with each other, bringing these widgets into my business, and making sure that they are around to ensure that the widgets do what they were required to do. It’s simply soups to nuts for me.” Requirements Definition 1 Customization & Integration 2 Deployment3 Post-Deployment Support 4 Four Relational Processes % of Supplier Mentions % of Customer Mentions 8673 7 76 86 92 4 4
  • 3. From: Tuli, Kohli, and Bharadwaj (2007) The disconnect … Suppliers Customers Want to sell customized and integrated Product Bundles Want to buy ongoing Relational Processes that help them succeed • Helps organize to better execute all four processes, (not just customization & integration) • Helps communicate value of ALL four processes => Better pricing and profits • Customers care about all four processes • A solution is only as good as the weakest link Better Pricing Better execution Better solution design How does the four processes view help suppliers? A Customer Centric Definition: A solution is a set of customer-supplier relational processes comprising (i) customer requirements definition, (ii) customization and integration of goods and/or services, (iii) their deployment, and (iv) post-deployment customer support, all aimed at meeting a customer's business needs