Transcript LoganRossJessica.ppt

CUSTOMERS @
WORK
LOGAN MALLOY, JESSICA COLE, ROSS FLETCHER
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What Is Customer Work?
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Companies are asking customers to do more during their shopping experience in store
and online
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This is a very basic concept that gives customers more control and independence.
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It allows companies to get the consumer more involved.
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There are several forms of customer work
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Trasactionals
Traditionals
Conventionals
Intentionals
Radicals
Examples
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Transactionals
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Traditionals
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Self Checkout
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Home Imporvement
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Buffets
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Financial Management
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Online Travel
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Auto Repair
Conventionals
S Viking Stoves
S Snow Blower
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Intentionals/Radicals
S Build-A-Bear
S NikeID
S Ipod “podcasts”
S Toyota Prius Customization
PROS/CONS
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PROS
S Airlines save $3.52 when customer
buys online & $2.70 when using
self check-in.
S Banks, Cable, & Software
companies save over $9.00 when
customer uses self-service website.
S Do-it-yourself customers like to
learn on there own.
S Acquisition of add-ons/services
more likely.
S Usage of services increases.
S Saves customers time.
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CONS
S 91% of customers with a bad
experience on a self service site
won’t return.
S Customers must be coached and
trained correctly to use available
self-serve commodities.
S Customers might get confused
easily
S Expensive for companies to apply.
S Risky for consumer since there is
no direct customer service. (sharing
info online, not getting what you
order, messing up a do-it-yourself
project, etc)
Customer Experience
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Perform, or Fail To Perform
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“NO SOUP FOR YOU”
Default
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Easy for the customer to fail
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Isn’t written in script
Hasn’t been tested
S EX: restaurant/truck stop drink sharing…
Designed
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Systematic, multidimensional view of the situation
Company must “truly” understand the customer
Coproduction-Experience
Model
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Vision
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Goals, tasks, and usage customer expects
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Retirement
Access
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“reflects the resources companies supply so that the
Customer can perform.”
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Incentive
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Subway Restaurants
Recognition awards, cash, disincentives
Expertise
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Web based info and tutorials, HOME DEPOT!
References
S Marketing Management, Vol.15, No.1,March 2009, pp 26,
28-31, Copyright 2006 by American Marketing Association
S http://www.youtube.com/
S http://images.search.yahoo.com/images