Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

When co-creating value with a customer goes wrong

When co-creating value with a customer goes wrong In the highly competitive cellular phone market, Sprint has pioneered some marketing and sales practices that, in effect, allow the co-creation of value in cooperation with the customer. When it works, co-creating value with customers leads to highly desirable customization, a potent way of developing loyal customers and building profitability. But in this case, when the customer/company relationship hits a snag, the resulting dissatisfaction needs special handling. At crucial points of interaction between the consumer and the company - where the co-creation experience occurs, where individuals exercise choice, and where value is co-created - misunderstandings and service breakdowns can destroy the relationship. Insightful lessons for companies seeking to adopt this strategy are summarized, with the essential point being that companies need to learn to focus on customer experiences, and on learning to make accommodations when problems arise. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

When co-creating value with a customer goes wrong

Alistair Davidson
Strategy & Leadership , Volume 32 (3): 2 – Jun 1, 2004
Download PDF
2 pages

Loading next page...
 
/lp/emerald-publishing/when-co-creating-value-with-a-customer-goes-wrong-1AG1vPwEqB

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1087-8572
DOI
10.1108/10878570410535718
Publisher site
See Article on Publisher Site

Abstract

In the highly competitive cellular phone market, Sprint has pioneered some marketing and sales practices that, in effect, allow the co-creation of value in cooperation with the customer. When it works, co-creating value with customers leads to highly desirable customization, a potent way of developing loyal customers and building profitability. But in this case, when the customer/company relationship hits a snag, the resulting dissatisfaction needs special handling. At crucial points of interaction between the consumer and the company - where the co-creation experience occurs, where individuals exercise choice, and where value is co-created - misunderstandings and service breakdowns can destroy the relationship. Insightful lessons for companies seeking to adopt this strategy are summarized, with the essential point being that companies need to learn to focus on customer experiences, and on learning to make accommodations when problems arise.

Journal

Strategy & Leadership – Emerald Publishing

Published: Jun 1, 2004

Keywords: Economic cooperation; Value added; Personal communication networks

There are no references for this article.