Involvement

Standard marketing follow-up processes will be used to determine how well customers believe the service met their specific needs and expectations prospectively. Surveys will address the extent to which the services they purchased met their expectations and provided the benefits promised and desired. Those mechanisms will also be used to collect information pertaining to any desired changes or preferences of customers in connection with their future patronage. Service packages, pricing, and marketing changes will reflect the analysis of those data.

Retention

Standard marketing follow-up processes will be used to determine how well customers remembered the specific messages in marketing campaigns and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to achieve the necessary retention to generate sales of services.

Yield

Standard marketing follow-up processes will be used to determine the extent to which specific elements of messages in marketing campaigns motivated their eventual decision to purchase the product and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to inspire prospective customers to make follow-up inquiries or further consider purchasing the service.

Action

Standard marketing follow-up processes will be used to determine how strongly customers believe they will continue to use...

The same technique will be used to collect data from customers who used the service only once but who did not respond to follow-up marketing initiatives. Those surveys will address the extent to which those customers may have selected alternative approaches to obtaining the benefits offered by Dollar Scan and the extent to which any of them eventually purchased similar services from competitors.
Communication

Standard marketing follow-up processes will be used to determine how well marketing campaigns generated responses and follow-up purchases. Those surveys will address the extent to which customers may have shared their experiences with others and whether they communicated exclusively with others in their same market segment in that regard or also with others in different market segments. Those data will be used to determine the optimal approach to cross-marketing by highlighting the potential value of the service to other types of consumers within marketing campaigns directed at each market segment.

31. Positioning

The principal positioning effort will emphasize drawing a positive comparison between Dollar Scan and similar services currently available at greater cost and within less flexible options and bulk subscriptions typically used in larger business organization environments. Those efforts will also emphasize the tremendous cost savings offered by the simple menu options and single-use nature of Dollar Scan services.

32. Enrichment Dimensions of Product.

The primary areas for improving the product from the perspective of customers and prospective customers relate to developing the following options: Discounts for pre-paid packages of various sizes, referral discounts, basic and deluxe services allowing basic users to pay for only the features they require, automatic forwarding services and backup files on various digital media for consumers who do not own or do not confidently operate computers but wish to preserve or share hardcopy documents in digital format.