The Value / Maintenance Matrix

Back in college I used to have a theory when determining if a co-ed was girlfriend material.  There were two basic criteria that created a basic x/y matrix:  value and maintenance.

The ideal scenario was someone who was high value and low maintenance.  On the matrix that was the second quadrant.  The worse case scenario was the dreaded quadrant 4 . . . low value and high maintenance [Everyone can relate to this . . . if you can't, you are low value and high maintenance].

The more I think about marketing lagniappe, the more I keep coming back to the value / maintenance matrix.

Here is my breakdown of both:

Value – What are tangible and intangible benefits that your service or product provides?  (Note: Price factors into value, but only as it relates to the level of benefits and how effective the product or service is.)  What is the level of design, craftsmanship and service?  Is the product or service fulfilling its brand promise?  Does the product or service go ‘above and beyond’ your expectations?

Maintenance – What was the buying experience like?  Do you enjoy working with the brand or service provider?  Do they make things turnkey or simple?  Are they responsive to problems / issues?  Do they demonstrate initiative and the ability to go above and beyond for customer satisfaction?

Bottom line and marketing takeaway:

You need to figure out where you land on the value / maintenance matrix.  When I say figure it out . . . it’s not your opinion that counts.  It’s customer perception that counts.  Not only is it important to see where you fall, but to see where you land relative to your competition.