the customer roadmap: customers as co-creators of value · cpg was founded by peter c. honebein,...

Cred

it: K

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The Customer Roadmap:

Customers as Co-Creators of Value

1 © 2011 Customer Performance Group | NARUC 2011 St. Louis| November 13, 2011

Customer Co-Creation of Value

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Co-Creation of Value in Utilities

Co-Creating Value via Customer Experience

Goals and Feedback

Rewards & Punishments

Customer Education

Processes, People, Tools, and Interfaces

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The Five First Principles

1. Embrace Customer-Centered

Design

2. Blend Rational and

Emotional Experiences

3. Engage in Small,

Observable Adoption

Steps

4. Segment by

Observable Actions

5. Use Action

Research to Drive

Evolution

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Additional Reading • Fournier, S.(1998). “Consumers and Their Brands: Developing Relationship Theory in

Consumer Research,” Journal of Consumer Research, 24(March), 343-373. • Honebein, P.C., Cammarano, R.F, and Boice, C. (2011). “Building a Social Roadmap for the

Smart Grid.” The Electricity Journal, 24(4), 78-85. • Honebein, P.C. and Cammarano, R.F. (2011). “The Five Qualities of Effective Smart Grid

Customer Education.” Metering International, March(1), 24-29. • Honebein, P.C. (2010). “We Got a New Digital Meter. Our Usage Went Up 123%. Our Bill

Went Up 65%.” The Electricity Journal, 23(2), 76-82. • Honebein, P.C. & Cammarano, R.F. (2009). “Balancing Act: The Impact of Rational and

Emotional Designs on Memorable Customer Experiences. In A. Lindgreen et al (Eds.), Memorable Customer Experiences. Surrey, UK: Gower.

• Honebein, P.C., Cammarano, R.F., and Donnelly, K. (2009). “Will Smart Meters Ripen or Rot? Five First Principles for Embracing Customers as Co-Creators of Value.” The Electricity Journal, 22(5), 39-44.

• Honebein, P.C. (2009). “The New Energy Interface.” Interactions, 16(5), 26-28. • Honebein, P. C. and Cammarano, R.F. (2008), “Crafting a Persuasive Smart Meter

Customer Experience.” Metering International, January(1), 102-105. • Honebein, P.C. & Cammarano, R.F. (2005). Creating Do-It-Yourself Customers. Natorp,

OH: Texere. • Honebein, P.C. (1997). Strategies for Effective Customer Education. Chicago: NTC Books

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About CPG Customer Performance Group, LLC provides consulting, research, and design services that launch innovations and improve the performance of customers and employees, enabling them to be co-creators of value. Our core competencies include: • Management and marketing strategy • Product and service innovations • Coproduction experiences • Experimental and qualitative research • Customer and employee performance • Expert testimony To generate ideas that are innovative, revolutionary, and feasible, we are the only firm that combines a multidisciplinary perspective with a rigorous, systematic process. Our process is called the Coproduction Experience Process™ (CEP), which integrates our Coproduction Experience Model™ – Vision, Access, Incentive, and Expertise. CPG was founded by Peter C. Honebein, Ph.D. and Roy F. Cammarano, who have worked together for over 20 years and have over 50 years of management and marketing strategy experience. CPG’s principals have honed their multidisciplinary expertise by working in numerous industries, including advertising, banking, biotechnology, civil engineering, computer hardware, consumer electronics, consumer products, direct marketing, health care, gaming, government, publishing, retail, software, telecom, training, transportation, and utilities. In some engagements we have served as advisors to senior executives and line managers. In other engagements, we have assumed the role of a senior executive with the responsibility for crafting and implementing company-wide strategies and initiatives. Customer Performance Group 775-846-0398 | peter@honebein.com | www.doityourselfcustomers.com