Customers at workAlyssia FraceNic Jenkins

Customers CocreatingThe use of automated interfaces that allow

customers to interact with the company and the brand i.e. online banking, self check outs, custom

created computers, etc.

Both benefit from cocreating, customers feel satisfaction is completing tasks themselves and companies can benefit in cost savings, and customer life time value

Customer WorkTransactionals- they like to execute everyday

business themselves, they use online booking and self check outs

Traditionals- they favor do-it-yourself in terms of home improvement, gardening, financial management, auto repair and so on.

Coventionals- they acquire tangible, self contained products that enable them to perform tasks independently

Intentionals- they engage in coproduction experiences to customize goods and services

Radicals- they take coproduction experiences to new extremes, i.e. people who create podcasts for Apple iPods

Coproduction Experience Model

Improve customer interactions through: Vision- here customers articulate their goals and the tasks

they expect to execute for achieving them. Example: Charles Schwab they help their customers achieve their financial goals

Access- reflects the resources companies supply so that customers can perform. Example: Subway providing all the toppings a customer could ever want on a sandwich

Incentive- rewards are used to get customers going, could be recognition or cash rewards, or even disincentives

Expertise- knowledge customers retain to execute work required, the best example of this would be Home Depot who provide basic how to instructions

DiscussionDo any of you use automated interfaces, like

the self check out or online banking? And do you feel like you your interacting with the

company or do you just use it out of convenience?

Do you think it’s a good idea for companies to create these automated experiences for customers? Or do you think they lose a sense of contact and

interaction with their customers?