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Customers at Work

Customers at Work. Self-service customers can reduce costs and become co-creators of value. Presented By: Jon Lim and Katy Puckett. Introduction. Companies are asking customers to do more work instead of doing everything for them Companies benefit from cost savings and help co-create value

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Customers at Work

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  1. Customers at Work Self-service customers can reduce costs and become co-creators of value. Presented By: Jon Lim and Katy Puckett

  2. Introduction • Companies are asking customers to do more work instead of doing everything for them • Companies benefit from cost savings and help co-create value • “[Customers] often find that performing tasks themselves is faster and more efficient, affords a larger sense of control, and in some cases presents greater customization of the results.” • Customers must be coached and trained for success

  3. VIDEO EXAMPLE http://www.youtube.com/watch?v=WZ5ZvJTUaP0

  4. Coproduction The “coproduction experience” should be a designed experience built from the customer perspective. • Different levels of involvement Customer Coproduction Roles • Transactionals • Traditionals • Conventionals • Intentials • Radicals

  5. Coproduction-Experience Model Four Key Tactics • Vision • Access • Incentive • Expertise

  6. Vision • Goals • Feedback

  7. Access • Policies • Processes • Procedures • People • Tools • Interfaces • Information • Nuances

  8. Incentive • Recognition rewards • Cash rewards • Disincentives

  9. Expertise Basic Tools • Instruction manual • Tools embedded in the product • Problem tools Premium Tools • Formal training • Web-based information and tutorials

  10. Discussion Questions • Do you like having control over some aspects of a product or service? • Have you ever had a problem with coproduction? • Are there some products or services which you would prefer the company do everything?

  11. Questions?

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