Project Background

A smart speaker is a smart home device that can interact through voice. It can connect to the Internet and provide services such as music, news, weather, and control of smart homes. As the entrance and center of smart home, smart speakers are favored by more and more consumers. expected2023By the end of the year, the global smart speaker market will reach70US $billion, with a compound annual growth rate13.5%。

Shangpu Consulting Group Co., Ltd. (referred to as "Shangpu Consulting") is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting in industry research, market research, investment and financing consulting,IPOWe have accumulated a wealth of professional experience and customer resources in the field of listing consulting.

A well-known domestic smart speaker brand (hereinafter referred to as "customer") is a long-term partner of Shangpu Consulting.2023The year achieved a better market performance, shipments ranked third in the country. However, customers are also facing fierce competitive pressure and changing user needs. In order to maintain market advantage and sustained growth, customers want to conduct comprehensive market research and optimization of their products and services, and improve the professionalism and service quality of their sales and after-sales teams. Therefore, the client commissioned Shangpu Consulting to carry out a market research and training program design project for the smart speaker industry.

Customer pain points

After communicating with customers and preliminary analysis, Shangpu Consulting found that customers have the following pain points:

-Lack of in-depth understanding of the overall trend of the smart speaker industry, competitive landscape, user portrait, user needs, etc., it is difficult to formulate effective product strategies and marketing strategies;

-Lack of objective evaluation of the advantages and disadvantages of its own products and services, and it is difficult to find the direction of differentiation and innovation;

-Lack of systematic training for sales and after-sales teams, resulting in low professional level of the team, poor service quality, and low user satisfaction;

-Lack of effective evaluation and continuous improvement mechanisms for training effectiveness, making it difficult to ensure the matching of training inputs and outputs.

Project Purpose

Based on the customer's pain points and needs, Champ Consulting has developed the following project objectives:

-Provide customers with valuable market insights and suggestions through comprehensive and in-depth research on the current situation and future development trends of the smart speaker industry;

-Provide customers with targeted product optimization and innovation solutions by comparing and analyzing the product and service characteristics of customers and their competitors;

-Through the design and implementation of professional training for sales and after-sales team, improve the team's knowledge and skills and service level, enhance the customer's brand image and user loyalty;

-Through the establishment and implementation of training effectiveness evaluation and continuous improvement mechanism, to ensure the matching of training input and output, improve the efficiency and effectiveness of training.

Research object

In order to accomplish the purpose of the project, Champ Consulting used a variety of research methods, including literature review, expert interviews, questionnaires, mysterious customers and so on. The research objects mainly include the following categories:

-Smart speaker industry authorities, experts and scholars, media, etc., a total of about20People;

-The main competitors in the smart speaker industry, including Amazon, Google, Baidu, Ali, Xiaomi, etc.10home;

-Potential and existing users of smart speakers, drawn from first-tier, second-tier and third-tier cities, respectively, for a total of approximately1000People;

-Customer's sales and after-sales team members, drawn from different regions and levels, a total of approximately200People.

Project Content

According to the project purpose and research object, Champ Consulting designed the following project content:

-Market research report: including the analysis of the development history, current situation, trends, opportunities and challenges of the smart speaker industry, as well as the comparative analysis of the products and services of customers and their competitors, to provide customers with valuable market insights and suggestions;

-Product optimization plan: based on the analysis results in the market research report, to provide customers with targeted product optimization and innovation programs, including product features, design, user experience, price strategy and other aspects of the proposal;

-Training program design: according to the current situation and needs of the customer's sales and after-sales team, design a systematic training program for the customer, including training objectives, training content, training methods, training time, training place, training personnel, training budget and other aspects of planning;

-Training implementation and evaluation: according to the training plan, professional training is provided for the customer's sales and after-sales team, and the knowledge, skills and service level of the team are improved by combining online and offline, theory and practice, and the training effect is evaluated during and after the training process, feedback is collected, and continuous improvement is carried out.

Project Value

Through the implementation of this project, Champ Consulting has brought the following values to its customers:

-Help customers fully understand the development trend of the smart speaker industry and changes in user needs, and provide a basis for customers to formulate effective product strategies and marketing strategies;

-Help customers find the advantages and disadvantages of their own products and services, and provide targeted optimization and innovation solutions to enhance their product competitiveness and market share;

-Help customers to improve the professional level and service quality of the sales and after-sales team, enhance the brand image and user loyalty of customers, and increase the income and profit of customers;

Help clients to establish and implement training effectiveness evaluation and continuous improvement mechanisms to ensure the matching of training inputs and outputs and improve the efficiency and effectiveness of training.

This project case shows how Shangpu Consulting provides professional market research and training program design services for customers in the smart speaker industry to help customers maintain their advantage and growth in the fierce competition. Shangpu Consulting has used a variety of research methods and training techniques in this project to provide customers with valuable market insights, product optimization solutions, training program design, training implementation and evaluation, etc., bringing significant project value to customers.