The whole product is not simply the item you sell. It is every TOUCHPOINT that your customer has with your business. Any one of them could sabotage your business and cause you to lose the customer. Each touchpoint has its own mini value proposition.
Have you evaluated your whole product?
This is an example of items that may be included in your whole product. These will vary depending on the specifics of each business. Can you think of some that apply to your business?