Customers at work

Honebein, Peter C.; Cammarano, Roy F.
January 2006
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p26
Companies are asking their customers to do more work. But if customers fail to perform tasks well, then satisfaction, trust, loyalty, and lifetime value are threatened. This article explores the jobs do-it-yourself customers execute, and the brand experiences companies wrap around goods and services. Through vision, access, incentive, and expertise, companies can create coproduction experiences that ensure customers are cocreators of value.


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