Comments on: Situational Decision-Making Model http://www.goldsmithstrategicservices.com/blog/consumer-insights/situational-decision-making-model/ Perspectives on Consumers Wed, 21 Dec 2011 20:51:23 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Caryn Goldsmith http://www.goldsmithstrategicservices.com/blog/consumer-insights/situational-decision-making-model/#comment-46 Caryn Goldsmith Tue, 24 Nov 2009 17:20:12 +0000 http://GoldsmithStrategicServices.com/blog/?p=322#comment-46 I think this is a valuable perspective. While not the way I originally was thinking of this, the point of these blog posts is to take what you want from the posting and see how it might apply to you and your business/industry. You've layered this idea. In effect, you put a gatekeeper between the company and its employees, which is exactly what happens when seeking work. You have two competing situations (recruiter and candidate) with both seeking the same outcome. It's a third dimension, but I think the basic concept still applies. I think this is a valuable perspective. While not the way I originally was thinking of this, the point of these blog posts is to take what you want from the posting and see how it might apply to you and your business/industry.

You’ve layered this idea. In effect, you put a gatekeeper between the company and its employees, which is exactly what happens when seeking work. You have two competing situations (recruiter and candidate) with both seeking the same outcome. It’s a third dimension, but I think the basic concept still applies.

]]> By: Vidya Kumaravel http://www.goldsmithstrategicservices.com/blog/consumer-insights/situational-decision-making-model/#comment-45 Vidya Kumaravel Fri, 20 Nov 2009 17:55:52 +0000 http://GoldsmithStrategicServices.com/blog/?p=322#comment-45 I chose an unusual category but that is where I am in right now. Assuming a job seeker as a customer and an employer as the marketer/seller/provider: Decision criteria- Salary Health care and other benefits Work culture Commute distance Position offered Organization attributes Situational examples: 1. I don’t really care about salary and benefits but being a new Mom, I need a great work culture and a reasonable commute. 2. I am a beginner and my first and probably only priority is to get a foothold in the industry. Therefore, the nature of position offered is my main concern so I can gain the desired skills. 3. I am looking for a leadership role and therefore, my first priority is the organizational attributes followed closely by salary and benefit plans. 4. I am unemployed with minimal skills and all I need is a job which can offer me some salary and benefits so I can keep my family afloat. Since the situational factors of a customer are NOT in the control of any marketer/seller/provider, it is probably BEST to be the top choice for any customer whose situational demands match your product or service or job vacancy in my example. (Of course, in my example, I make the particular company my top choice but they need not make me their top choice.) Example, as a recruiter, I have 5 candidates in market research with similar skills and experience. First, identify the strong points of the open position – whether it is the salary or the work culture or both and so on. Next, segment the candidates based on their situational needs/wants. Finally, choose the candidate whose situational need/want best fits the position’s strongest attributes. Of course, effective communication is needed early on to make the candidates aware of the strongest attributes of the open position. Steps to effective communication using situational decision-making model: 1. First, use the decision criteria to identify your brand/service’s strongest assets/attributes. 2. Second, use the different situational factors to create situations under which a customer might consider your brand/service as a purchase/service option. The situational factors can also be used to segment customers on the basis of their need/want in a given situation. 3. Third, communicate effectively using messages/lessons learned from step 2. I chose an unusual category but that is where I am in right now. Assuming a job seeker as a customer and an employer as the marketer/seller/provider:

Decision criteria-

Salary
Health care and other benefits
Work culture
Commute distance
Position offered
Organization attributes

Situational examples:

1. I don’t really care about salary and benefits but being a new Mom, I need a great work culture and a reasonable commute.

2. I am a beginner and my first and probably only priority is to get a foothold in the industry. Therefore, the nature of position offered is my main concern so I can gain the desired skills.

3. I am looking for a leadership role and therefore, my first priority is the organizational attributes followed closely by salary and benefit plans.

4. I am unemployed with minimal skills and all I need is a job which can offer me some salary and benefits so I can keep my family afloat.

Since the situational factors of a customer are NOT in the control of any marketer/seller/provider, it is probably BEST to be the top choice for any customer whose situational demands match your product or service or job vacancy in my example. (Of course, in my example, I make the particular company my top choice but they need not make me their top choice.)

Example, as a recruiter, I have 5 candidates in market research with similar skills and experience. First, identify the strong points of the open position – whether it is the salary or the work culture or both and so on. Next, segment the candidates based on their situational needs/wants. Finally, choose the candidate whose situational need/want best fits the position’s strongest attributes. Of course, effective communication is needed early on to make the candidates aware of the strongest attributes of the open position.

Steps to effective communication using situational decision-making model:

1. First, use the decision criteria to identify your brand/service’s strongest assets/attributes.

2. Second, use the different situational factors to create situations under which a customer might consider your brand/service as a purchase/service option. The situational factors can also be used to segment customers on the basis of their need/want in a given situation.

3. Third, communicate effectively using messages/lessons learned from step 2.

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