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Service Logic – a new Dominant Logic for Social Customer Relationship Marketing

by Manager Customer Intelligence & Brand Management at Delta Lloyd Group on Nov 25, 2009

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Why and how Marketing should shift their focus from creating momentum for value exchange towards a focus on co-creating value "in use" for the Customer and the Company.

Why and how Marketing should shift their focus from creating momentum for value exchange towards a focus on co-creating value "in use" for the Customer and the Company.

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  • wimrampen Wim Rampen, Manager Customer Intelligence & Brand Management at Delta Lloyd Group p.s. making comments here is not a great experience.. no possibility whatsoever to format / lay out the text.. I hope you can still read and make sense of it..

    Thx
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  • wimrampen Wim Rampen, Manager Customer Intelligence & Brand Management at Delta Lloyd Group Hi Nick,

    Thx for the compliment, and you make some valid points. With regard to your example of car insurance I follow your line of thoughts, and would like to add some:

    It is my assumption/hypothesis that most value for insurance Customer lies in the use of the insurance. Meaning that when they need to claim on the insurance it is proven to the Customer what the value is. They probably have been paying for months or years, but the claim is the moment of truth. The way you handle the claim-process is an important set of interactions, or experience, which requires you to really think about how you want to design that experience in a way that satisfies their needs. How can you help the Customer create value in that process? Not something many marketers think about when designing the product, but they should. They should because it is highly likely that this Customer experience will result in word of mouth. If it is a positive experience they might tell friends about it, if it is a negative one you can be sure they will. Of course your insurance product itself will be talked about, but I think that the claims experience will be talked about more. Marketers should care for this if they take word-of mouth seriously.

    An important take away here is that marketers need to understand what Customers talk about (which is a great sign of what they value) and how that effects the networks of their Customers and furthermore how that effects buying behavior (repurchase, buy other insurances too etc) of your Customer and their networks.

    On top of that, when letting go of the insurance as the product, but looking at what is at stake for the Customer (what the job is he needs to do), it is likely to be his mobility (assumption that needs validation too) as you state. This is where more value for the Customer can be. How can you help Customers with the mobility issue, when they need to claim on the insurance. In my experience lots of insurers by the way offer solutions for this problem already. Again, how well you have designed and executed this experience (of guaranteeing mobility) will have significant more impact on the value Customers create from having your insurance, than having the insurance policy itself. It is likely that insurers are not the only ones delivering this experience. Partners and employees are involved too.

    Bottom line: having a clear understanding of when and how value is created by Customers, what experiences really create value when using the product, and understanding who is playing a role in these experiences (including the Customer's role) will provide you with the insights you need to design the experiences and develop a clear value proposition. Is your value proposition a peace of mind? is it mobility? is it both, more?

    It could make sense to see whether you can further your interactions with Customers and help them to create more value, depending of your value proposition. Assuming it is mobility, you can build in (social network) elements as you describe. I would judge whether a certain element makes sense based on an analysis of how it can create value for your Customers, and how it creates Customer Lifetime Value, Network Value, Referral Value and/or even Value of Customer (network) knowledge/insights for the Company.. and all those need to outweigh the costs too... ;-)

    These are my thoughts.. What do you think? Can you relate? Does it make sense to you?
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  • nickhoneyhoney Together Agency at Together Agency Love the presntation Wim. Can we try and apply this to a real life situation, let's say, car insurance. As a consumer, I have to have it ... pretty much a grudge purchase. And once I've made the purchase, I tend to forget about it ... and the insurance brand as well, except for claims. So if value co-creation happens after value exchange, how do we mainatin a relevent presence in the customer's mind [and networks] such that we have the chance to build and strengthen that value. For something as functional as insurance we need to become something more than just 'peace of mind = back of mind'. That means insurance brands need to do more than just insure!! Am I getting this right? May be your insurance brand also helps with other aspects of motoring: group buying to save on servicing for its customers, lift sharing scheme, car share clubs etc, track days for petrol heads. Even then, is this suitable subject matter to allow me [brand] into a customer's social networking space? Any thoughts from anyone?

    Nick

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  • wimrampen Wim Rampen, Manager Customer Intelligence & Brand Management at Delta Lloyd Group This presentation is part of a blog-post, which can be viewed here:
    http://contactcenterintelligence.wordpress.com/2009/11/25/service-logic-and-the-implications-for-a-new-social-customer-relationships-marketing-logic/
    4 years ago
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Service Logic – a new Dominant Logic for Social Customer Relationship Marketing Service Logic – a new Dominant Logic for Social Customer Relationship Marketing Presentation Transcript