New Services Realities | Customer Empowerment and Customer Co-Production (Mktg video 60)

The New Service Realities refer to the importance of newly empowered consumers, customer co-production, and the necessity to engage customers and employees.

New Service Realities refers to the enhanced service elements that improve existing core and supplementary service.

It helps to understand the shifting relationship between customers and service providers.

Customer Empowerment

Customer Empowerment refers to the concept of providing relevant information to a customer so that they can make informed decisions.

Digital advancements, online websites like Google Places and user-generated content platform like Twitter have enabled customers to send their reviews easily.

Customer Empowerment: Example 1 - British Airways

Hasan Syed used his Twitter handle to make a complaint about lost luggage. He promoted his tweet “Don’t fly @British Airway’s” so that it could reach as many people as possible.

Customer Empowerment: Example 2- Sir Patrick Stewart’s Time Warner Complaint.

An angry Sir Patrick complaint about Time Warner cable service and received innumerable retweets and press coverage.

Customer Empowerment: Example - Elon Musk

Elon Musk, CEO of Tesla believes in customer satisfaction and responded to a tweet by an angry customer.

Customer Co-Production

Customer Co-Production refers to customer enthusiasm to engage with a service provider in terms of effort and time during the conception and production stages of the service.

Active engagement with service providers help the customers to feel valued and this creates a long-lasting customer bond with the brand.

Customer Co-Production: Example 1 (McDonald’s Kiosks)

McDonald’s have started using SSTs kiosks at all US McDonald’s locations to boost customer co-production.

Customer Co-Production: Example 2 (Starbucks Kiosk)

Starbucks have rolled out SST kiosks, named Star Kitchen,  Alibaba’s Freshippo outlets in China

Customer Co-Production: Example 3 (Airlines)

Hawaiian Airlines has introduced home-printed TAG@HOME bag-tag-trial to save passenger time

Customer Co-Production: Example 4 (DHL)

DHL has held numerous co-creation sessions at workshops to boost client experience

This video is on New Service Realities and has the following sub-topics.

Time Stamps

0:00 Introduction
00:15 Customer Empowerment
01:26 Customer Empowerment: Example 1 British Airways
02:53 Customer Empowerment: Example 2 Sir Patrick Stewart’s Time Warner Complaint
03:19 Customer Empowerment: Example Elon Musk
03:43 Customer CoProduction
04:27 Customer CoProduction: Example 1 (McDonald’s Kiosks)
04:45 Customer CoProduction: Example 2 (Starbucks Kiosk)
05:03 Customer CoProduction: Example 3 (Airlines)
05:38 Customer CoProduction: Example 4 (DHL)

This video Belongs to the following playlist on Marketing

https://www.youtube.com/watch?v=BKuvAr7gdpw&list=PLvDdvz8B_JZv3c4nI-KTOjxi6y4JNrr4l

Next - What is Pricing? - https://www.youtube.com/watch?v=vmoY0crjA-c

Prev - Self-Service Technologies (SSTS) - https://www.youtube.com/watch?v=CsMKBovH0Qw

Playlist - Marketing Course - https://www.youtube.com/watch?v=BKuvAr7gdpw&list=PLvDdvz8B_JZv3c4nI-KTOjxi6y4JNrr4l&index=1