SlideShare a Scribd company logo
1 of 38
Service Logic – a new Dominant Logic for the Social Customer Relationship Marketerby WimRampen image courtesy: http://www.flickr.com/photos/stuartslimp/3936066556/in/pool-crowded_multitude
Goods dominant logic: value is created at the moment of exchange, after that, the Customer is on his own value exchange: when money and ownership or rights change hands image courtesy: http://www.flickr.com/photos/mithril/2764675971/
The new dominant logic: Service Logic is not about selling services image courtesy: http://www.flickr.com/photos/ptrktn/3801479228/
Service Logic: value co-creation happens AFTER value exchange image courtesy: http://www.flickr.com/photos/viriyincy/3594764008/
Value for customers means that, after they have been assisted by a self-service or full-service process, they are – or feel – better off than before image courtesy: http://www.flickr.com/photos/yalcin_arsan/4055973255/in/pool-crowded_multitude
Whether a Customer is – or feels – better off is determined by the Customer image courtesy:: http://www.flickr.com/photos/yalcin_arsan/4001627189/in/pool-crowded_multitude
Value is co-created when customer desired outcomes are met in other words: when the Customer’s job is done to his satisfaction image courtesy: http://www.flickr.com/photos/cassandrasarmanho/4006047824/in/pool-crowded_multitude
Fact: most Customers can use some help in creating value image courtesy: http://www.flickr.com/photos/cleopatra69/4033747792/in/pool-crowded_multitude
If value for the Customer is dominantly created after value exchange, i.e. IN USE, both scope and content of marketing strategies should shift from dominantly focused on creating momentum for value exchange to a continuum of interactions in networks of relationships aimed to support customers’ value creation  image courtesy: http://www.flickr.com/photos/beeteeoh/3298373727/
The “new” goal for marketing is to support (and improve) customers’ value creation “in use” image courtesy: http://www.flickr.com/photos/msdm/3491968596/
Value “in use” is determined by Customer outcomes of experiences during the lifetime of consumption of products & services image courtesy: http://www.flickr.com/photos/seasonalplume/2607760460/
Touch-points and interactions (in networks) of relationships are the building blocks of personalized experiences in a socially networked eco-system image courtesy: http://www.flickr.com/photos/rakustow/3942156152/
The firm (marketing) should strive for engagement in interactions and relationships with its customers’ (net)work or process to create value image courtesy: http://www.flickr.com/photos/caribb/185905926/
5 Questions for today’s marketers image courtesy: http://www.flickr.com/photos/downingstreet/3386080464/
1. Do you understand how and to what extent your customers are meeting their desired outcomes when using (experiencing) your product or services (over its lifetime)? image courtesy: http://www.flickr.com/photos/amirjina/2282812623/
2. What interactions with your product, services, partners, employees, touch-points, their networks and relationships influence and shape customers’ experiences in use? image courtesy: http://www.flickr.com/photos/laughingsquid/383433646/
3. What opportunities do you see to engage in the customer’s value-creation process? image courtesy: http://www.flickr.com/photos/defaultbb/3753829500/
4. What opportunities do you see to pro-actively help the customer meet their desired outcomes through (new ways of) interacting (in & via networks) and building relationships? image courtesy: http://www.flickr.com/photos/vorticeassurdo/167001806/
5. Who do you need to collaborate with to purposefully design & execute experiences over a lifetime of use to exploit these opportunities? image courtesy: http://www.flickr.com/photos/marcelgermain/3956114555/in/photostream/
How does “Social” tie into all this? image courtesy: http://www.flickr.com/photos/nycviarachel/507963159/
A. SOCIAL CRM STRATEGY FRAMEWORK STATEMENT (version 2) A socialcrmstrategy is aboutunderstandingwho the customer is throughlistening to, engagingwith and collaborationbetweencustomers, employees and partners. It is aimed at developinginnovations, interactions in networks of relationships and communitiesthat support customers in doing the jobs theyneed to do. The means are a personalized design of the service experiencethatempowerscustomers, employees and partners to influencehowwelltheycan meet theirdesiredoutcomes
B. 3 out of 15 new trends driving Social Business Courtesy: Graham Hill image courtesy: http://www.flickr.com/photos/azarov/3279771862/
B#1. From Individual Customers to Networks of Customers
B#12. From Stand-alone Companies to an Ecosystem of Networked Partners image courtesy: http://www.flickr.com/photos/mattsabo17/143172563/
B#15. From Customer Lifetime Value to Customer Network Value image courtesy: http://www.flickr.com/photos/marxpix/471485822/
Implications for Marketing image courtesy: http://www.flickr.com/photos/ahmadnawawi/3808452611/
Marketing’s 1st job is to understand customers’ value creation process (= jobs & desired outcomes) and where in the process Customers fail to meet their desired outcomes.  image courtesy: http://www.flickr.com/photos/berkeleylab/2826536670/in/set-72157606890009024/
Marketing’s 2nd job is to build relationships in communities of individuals with similar desired outcomes and behavior image courtesy: http://www.flickr.com/photos/loveforphotography/457269816/
Marketing’s 3rd job is to support Customers’ value creation process image courtesy: http://www.flickr.com/photos/romec1/3246065362/
Marketing’s 4th job is to design experiences that stimulate company’s engagement through interactions in networks of relationships
Marketing’s 5th job is to engage employees and partners in supporting Customers in their process of value creation
Marketing’s 6th job is to extract actionable insights from 360-degree feedback to foster innovations and to turn them into value propositions that attract new Customers  image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/
Marketing’s 7th job is to redesign metrics to capture the network value for the firm and to ensure there is high correlation between these metrics an Customers’ value created. image courtesy: http://www.flickr.com/photos/toastforbrekkie/3440023097/
What about Marketing Laws?
The P’s remain valid, but less dominant. Focus is no longer dominantly on product and value chain towards value exchange.  image courtesy: http://www.flickr.com/photos/jasmic/1472319885/
Segmentation based on demo/sociographics come 2nd, after segmentation based on Customer jobs & (desired) outcomes.  image courtesy: http://www.flickr.com/photos/un_photo/3815987498/
THANK YOU LET’S START THE DEBATELeave a comment or contact me on Twitter:twitter.com/wimrampen
RESOURCES Gummeson, Evert (2007):  Exit Services Marketing – Enter Service Marketing Michael A. Merz & Yi He & Stephen L. Vargo (2008):  The evolving brand logic: a service-dominant logic perspective David Ballantyne & Richard J Varey (2008):  The service-dominant logic and the future of marketing Sara Sandstro¨m, Bo Edvardsson, Per Kristensson & Peter Magnusson (2008): Value in use through service experience ChristiaanGrönroos & AnikaRavald (2009) Marketing and the Logic of Service; Value Facilitation, Value Creation and Co-Creation and their marketing implications Graham Hill (2009) A Manifesto for Social Business

More Related Content

What's hot

Creating Customer Value, Satisfaction and Loyalty / Marketing Management BY ...
Creating Customer Value, Satisfaction and Loyalty / Marketing Management BY ...Creating Customer Value, Satisfaction and Loyalty / Marketing Management BY ...
Creating Customer Value, Satisfaction and Loyalty / Marketing Management BY ...Choudhry Asad
 
Unit 1 Service Operations Management
Unit 1 Service Operations ManagementUnit 1 Service Operations Management
Unit 1 Service Operations ManagementGopinath Guru
 
Service Dominant Logic. Changing Perspective, Revising the Toolbox - Nicola M...
Service Dominant Logic. Changing Perspective, Revising the Toolbox - Nicola M...Service Dominant Logic. Changing Perspective, Revising the Toolbox - Nicola M...
Service Dominant Logic. Changing Perspective, Revising the Toolbox - Nicola M...ServDes
 
Service operation management 1
Service operation management 1Service operation management 1
Service operation management 1Judianto Nugroho
 
Services marketing2821
Services marketing2821Services marketing2821
Services marketing2821chmusman
 
consumer behavior in service encounter
consumer behavior in service encounterconsumer behavior in service encounter
consumer behavior in service encounterHarkamal Singh
 
Service blueprint of multiplex
Service blueprint of multiplexService blueprint of multiplex
Service blueprint of multiplexUrvashi Sharma
 
Vendor Managed Inventory (VMI)
Vendor Managed Inventory (VMI)Vendor Managed Inventory (VMI)
Vendor Managed Inventory (VMI)Anand Subramaniam
 
Customer's expectation & perception of customers
Customer's expectation & perception of customersCustomer's expectation & perception of customers
Customer's expectation & perception of customersRajThakuri
 
Service profit chain
Service profit chainService profit chain
Service profit chainJimmy Saadoon
 
Managing relationship and building loyalty
Managing relationship and building loyalty Managing relationship and building loyalty
Managing relationship and building loyalty Dr. Sneha Sharma
 
Customer expectation
Customer expectationCustomer expectation
Customer expectationdeepu2000
 
Marketing channel strategy
Marketing channel strategy Marketing channel strategy
Marketing channel strategy Babasab Patil
 
Chapter 5 service design
Chapter 5  service designChapter 5  service design
Chapter 5 service designalpha flores
 
Service innovation and design
Service innovation and designService innovation and design
Service innovation and designBinod Sinha
 

What's hot (20)

Creating Customer Value, Satisfaction and Loyalty / Marketing Management BY ...
Creating Customer Value, Satisfaction and Loyalty / Marketing Management BY ...Creating Customer Value, Satisfaction and Loyalty / Marketing Management BY ...
Creating Customer Value, Satisfaction and Loyalty / Marketing Management BY ...
 
Unit 1 Service Operations Management
Unit 1 Service Operations ManagementUnit 1 Service Operations Management
Unit 1 Service Operations Management
 
Service Dominant Logic. Changing Perspective, Revising the Toolbox - Nicola M...
Service Dominant Logic. Changing Perspective, Revising the Toolbox - Nicola M...Service Dominant Logic. Changing Perspective, Revising the Toolbox - Nicola M...
Service Dominant Logic. Changing Perspective, Revising the Toolbox - Nicola M...
 
Service operation management 1
Service operation management 1Service operation management 1
Service operation management 1
 
Omnichannel
OmnichannelOmnichannel
Omnichannel
 
Services marketing2821
Services marketing2821Services marketing2821
Services marketing2821
 
consumer behavior in service encounter
consumer behavior in service encounterconsumer behavior in service encounter
consumer behavior in service encounter
 
Service blueprint of multiplex
Service blueprint of multiplexService blueprint of multiplex
Service blueprint of multiplex
 
Vendor Managed Inventory (VMI)
Vendor Managed Inventory (VMI)Vendor Managed Inventory (VMI)
Vendor Managed Inventory (VMI)
 
Customer's expectation & perception of customers
Customer's expectation & perception of customersCustomer's expectation & perception of customers
Customer's expectation & perception of customers
 
Service profit chain
Service profit chainService profit chain
Service profit chain
 
Managing relationship and building loyalty
Managing relationship and building loyalty Managing relationship and building loyalty
Managing relationship and building loyalty
 
Customer expectation
Customer expectationCustomer expectation
Customer expectation
 
Marketing channel strategy
Marketing channel strategy Marketing channel strategy
Marketing channel strategy
 
5. Retail Shopper Behaviour
5. Retail Shopper Behaviour5. Retail Shopper Behaviour
5. Retail Shopper Behaviour
 
Omni - channel Retail
Omni - channel RetailOmni - channel Retail
Omni - channel Retail
 
Chapter 5 service design
Chapter 5  service designChapter 5  service design
Chapter 5 service design
 
Service innovation and design
Service innovation and designService innovation and design
Service innovation and design
 
service strategy
service strategyservice strategy
service strategy
 
Gap model
Gap modelGap model
Gap model
 

Viewers also liked

Toward a Value Metrics -A Service-Dominant Logic View-
Toward a Value Metrics -A Service-Dominant Logic View-Toward a Value Metrics -A Service-Dominant Logic View-
Toward a Value Metrics -A Service-Dominant Logic View-Md. Abul Kalam Siddike
 
Kuula niemi haapasalo_reser_2015
Kuula niemi haapasalo_reser_2015Kuula niemi haapasalo_reser_2015
Kuula niemi haapasalo_reser_2015Seppo Kuula
 
An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logi...
An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logi...An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logi...
An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logi...Md. Abul Kalam Siddike
 
Moving Towards Service Dominant Logic in Manufacturing Sector: Development of...
Moving Towards Service Dominant Logic in Manufacturing Sector: Development of...Moving Towards Service Dominant Logic in Manufacturing Sector: Development of...
Moving Towards Service Dominant Logic in Manufacturing Sector: Development of...ServDes
 
The New Relationship Marketing - by Mari Smith
The New Relationship Marketing - by Mari SmithThe New Relationship Marketing - by Mari Smith
The New Relationship Marketing - by Mari SmithMari Smith
 
Vii 1 Resource Service System
Vii 1 Resource Service SystemVii 1 Resource Service System
Vii 1 Resource Service SystemIESS
 
Towards an ontological foundation of service dominant logic
Towards an ontological foundation of service dominant logicTowards an ontological foundation of service dominant logic
Towards an ontological foundation of service dominant logicIESS
 
Making Sense of Service Logic #mssl70 course introduction
Making Sense of Service Logic #mssl70 course introductionMaking Sense of Service Logic #mssl70 course introduction
Making Sense of Service Logic #mssl70 course introductionJörg Pareigis
 
Service Design Thinking
Service Design ThinkingService Design Thinking
Service Design ThinkingMarc Stickdorn
 
Master Class service design / design thinking
Master Class service design / design thinkingMaster Class service design / design thinking
Master Class service design / design thinkingErik Roscam Abbing
 
Lecture in the iMinds-SMIT VUB Service Science Lecture Series
Lecture in the iMinds-SMIT VUB Service Science Lecture SeriesLecture in the iMinds-SMIT VUB Service Science Lecture Series
Lecture in the iMinds-SMIT VUB Service Science Lecture SeriesGeert Poels
 
Service Innovation as Competitive Advantage
Service Innovation as Competitive AdvantageService Innovation as Competitive Advantage
Service Innovation as Competitive AdvantageArdi deZarr
 
IBM Service Science & Innovation Community of Practice 3/6/2012
IBM Service Science & Innovation Community of Practice 3/6/2012IBM Service Science & Innovation Community of Practice 3/6/2012
IBM Service Science & Innovation Community of Practice 3/6/2012Stephen Kwan
 
Evolving to a new dominant logic for marketing
Evolving to a new dominant logic for marketingEvolving to a new dominant logic for marketing
Evolving to a new dominant logic for marketingWesley Pinheiro
 
赛艇挑战在大学生人格魅力和竞争力的形成过程中的作用
赛艇挑战在大学生人格魅力和竞争力的形成过程中的作用赛艇挑战在大学生人格魅力和竞争力的形成过程中的作用
赛艇挑战在大学生人格魅力和竞争力的形成过程中的作用Andreas Hebbel-Seeger
 
Control chart for Managers
Control chart for ManagersControl chart for Managers
Control chart for ManagersGilles Bélanger
 
Invasion Of Participatory Culture
Invasion Of Participatory CultureInvasion Of Participatory Culture
Invasion Of Participatory CultureJeff Hurt
 
EDCA for Lean Service Design
EDCA for Lean Service DesignEDCA for Lean Service Design
EDCA for Lean Service DesignBusiness901
 

Viewers also liked (20)

Toward a Value Metrics -A Service-Dominant Logic View-
Toward a Value Metrics -A Service-Dominant Logic View-Toward a Value Metrics -A Service-Dominant Logic View-
Toward a Value Metrics -A Service-Dominant Logic View-
 
Kuula niemi haapasalo_reser_2015
Kuula niemi haapasalo_reser_2015Kuula niemi haapasalo_reser_2015
Kuula niemi haapasalo_reser_2015
 
An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logi...
An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logi...An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logi...
An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logi...
 
Moving Towards Service Dominant Logic in Manufacturing Sector: Development of...
Moving Towards Service Dominant Logic in Manufacturing Sector: Development of...Moving Towards Service Dominant Logic in Manufacturing Sector: Development of...
Moving Towards Service Dominant Logic in Manufacturing Sector: Development of...
 
The New Relationship Marketing - by Mari Smith
The New Relationship Marketing - by Mari SmithThe New Relationship Marketing - by Mari Smith
The New Relationship Marketing - by Mari Smith
 
Vii 1 Resource Service System
Vii 1 Resource Service SystemVii 1 Resource Service System
Vii 1 Resource Service System
 
Towards an ontological foundation of service dominant logic
Towards an ontological foundation of service dominant logicTowards an ontological foundation of service dominant logic
Towards an ontological foundation of service dominant logic
 
Making Sense of Service Logic #mssl70 course introduction
Making Sense of Service Logic #mssl70 course introductionMaking Sense of Service Logic #mssl70 course introduction
Making Sense of Service Logic #mssl70 course introduction
 
Service Design Thinking
Service Design ThinkingService Design Thinking
Service Design Thinking
 
Master Class service design / design thinking
Master Class service design / design thinkingMaster Class service design / design thinking
Master Class service design / design thinking
 
Lecture in the iMinds-SMIT VUB Service Science Lecture Series
Lecture in the iMinds-SMIT VUB Service Science Lecture SeriesLecture in the iMinds-SMIT VUB Service Science Lecture Series
Lecture in the iMinds-SMIT VUB Service Science Lecture Series
 
Economics fundamentals of present society
Economics fundamentals of present societyEconomics fundamentals of present society
Economics fundamentals of present society
 
Service Innovation as Competitive Advantage
Service Innovation as Competitive AdvantageService Innovation as Competitive Advantage
Service Innovation as Competitive Advantage
 
IBM Service Science & Innovation Community of Practice 3/6/2012
IBM Service Science & Innovation Community of Practice 3/6/2012IBM Service Science & Innovation Community of Practice 3/6/2012
IBM Service Science & Innovation Community of Practice 3/6/2012
 
Driving Competitiveness through Servitization
Driving Competitiveness through ServitizationDriving Competitiveness through Servitization
Driving Competitiveness through Servitization
 
Evolving to a new dominant logic for marketing
Evolving to a new dominant logic for marketingEvolving to a new dominant logic for marketing
Evolving to a new dominant logic for marketing
 
赛艇挑战在大学生人格魅力和竞争力的形成过程中的作用
赛艇挑战在大学生人格魅力和竞争力的形成过程中的作用赛艇挑战在大学生人格魅力和竞争力的形成过程中的作用
赛艇挑战在大学生人格魅力和竞争力的形成过程中的作用
 
Control chart for Managers
Control chart for ManagersControl chart for Managers
Control chart for Managers
 
Invasion Of Participatory Culture
Invasion Of Participatory CultureInvasion Of Participatory Culture
Invasion Of Participatory Culture
 
EDCA for Lean Service Design
EDCA for Lean Service DesignEDCA for Lean Service Design
EDCA for Lean Service Design
 

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

Fuel for Thought: Seven Strategies to Surviving the Downturn
Fuel for Thought:  Seven Strategies to Surviving the DownturnFuel for Thought:  Seven Strategies to Surviving the Downturn
Fuel for Thought: Seven Strategies to Surviving the DownturnJennifer Kim
 
Intro to Creating a Multichannel Marketing Strategy
Intro to Creating a Multichannel Marketing StrategyIntro to Creating a Multichannel Marketing Strategy
Intro to Creating a Multichannel Marketing StrategyHall Internet Marketing
 
Forum One Community Next Steps Share Deck
Forum One Community Next Steps Share DeckForum One Community Next Steps Share Deck
Forum One Community Next Steps Share DeckDawn Lacallade
 
Social Media for your B2B Marketing Mix
Social Media for your B2B Marketing MixSocial Media for your B2B Marketing Mix
Social Media for your B2B Marketing MixBeth Harte
 
Content Marketing: 3 Reasons You Keep Hearing About It
Content Marketing: 3 Reasons You Keep Hearing About ItContent Marketing: 3 Reasons You Keep Hearing About It
Content Marketing: 3 Reasons You Keep Hearing About ItFrank Dale
 
Joanne Jacobs: Influence is a skill
Joanne Jacobs: Influence is a skillJoanne Jacobs: Influence is a skill
Joanne Jacobs: Influence is a skillMynewsdesk
 
Like Minds Immersive on Social Media for Small Business, October 2010
Like Minds Immersive on Social Media for Small Business, October 2010Like Minds Immersive on Social Media for Small Business, October 2010
Like Minds Immersive on Social Media for Small Business, October 2010Joanne Jacobs
 
Components of a comprehensive demand generation strategy
Components of a comprehensive demand generation strategyComponents of a comprehensive demand generation strategy
Components of a comprehensive demand generation strategybreakoutrevenue
 
Top 10 questions when selecting a Digital Marketing Agency
Top 10 questions when selecting a Digital Marketing AgencyTop 10 questions when selecting a Digital Marketing Agency
Top 10 questions when selecting a Digital Marketing AgencyJohann Scheving
 
Reputation management tips from Shashi Bellamkonda of Network Solutions
Reputation management tips from Shashi Bellamkonda of Network SolutionsReputation management tips from Shashi Bellamkonda of Network Solutions
Reputation management tips from Shashi Bellamkonda of Network SolutionsWeb.com
 
Is Any of This Social Media Stuff Working?
Is Any of This Social Media Stuff Working?Is Any of This Social Media Stuff Working?
Is Any of This Social Media Stuff Working?Hall Internet Marketing
 
How to Report Marketing Results to Your Clients
How to Report Marketing Results to Your ClientsHow to Report Marketing Results to Your Clients
How to Report Marketing Results to Your ClientsHubSpot
 
Connected Collaboration
Connected CollaborationConnected Collaboration
Connected CollaborationAlan Lepofsky
 
e-Customer Service - Marketing & Servicing your Education & Training Custome...
 e-Customer Service - Marketing & Servicing your Education & Training Custome... e-Customer Service - Marketing & Servicing your Education & Training Custome...
e-Customer Service - Marketing & Servicing your Education & Training Custome...Vanguard Visions
 
2 Things your Business Must Have to Grow
2 Things your Business Must Have to Grow2 Things your Business Must Have to Grow
2 Things your Business Must Have to GrowLeadMD
 
Enterprise Social Media Maturity Model (ESM3)
Enterprise Social Media Maturity Model (ESM3)Enterprise Social Media Maturity Model (ESM3)
Enterprise Social Media Maturity Model (ESM3)Gijsbert van der Sleen
 
Drama Babe – Open your Customer’s Drama Stage
Drama Babe – Open your Customer’s Drama StageDrama Babe – Open your Customer’s Drama Stage
Drama Babe – Open your Customer’s Drama StageMichael Tarnowski
 

Similar to Service Logic – a new Dominant Logic for Social Customer Relationship Marketing (20)

Fuel for Thought: Seven Strategies to Surviving the Downturn
Fuel for Thought:  Seven Strategies to Surviving the DownturnFuel for Thought:  Seven Strategies to Surviving the Downturn
Fuel for Thought: Seven Strategies to Surviving the Downturn
 
Intro to Creating a Multichannel Marketing Strategy
Intro to Creating a Multichannel Marketing StrategyIntro to Creating a Multichannel Marketing Strategy
Intro to Creating a Multichannel Marketing Strategy
 
Forum One Community Next Steps Share Deck
Forum One Community Next Steps Share DeckForum One Community Next Steps Share Deck
Forum One Community Next Steps Share Deck
 
Beth Harte
Beth HarteBeth Harte
Beth Harte
 
Social Media for your B2B Marketing Mix
Social Media for your B2B Marketing MixSocial Media for your B2B Marketing Mix
Social Media for your B2B Marketing Mix
 
CRM in 1 Day
CRM in 1 Day CRM in 1 Day
CRM in 1 Day
 
Content Marketing: 3 Reasons You Keep Hearing About It
Content Marketing: 3 Reasons You Keep Hearing About ItContent Marketing: 3 Reasons You Keep Hearing About It
Content Marketing: 3 Reasons You Keep Hearing About It
 
Joanne Jacobs: Influence is a skill
Joanne Jacobs: Influence is a skillJoanne Jacobs: Influence is a skill
Joanne Jacobs: Influence is a skill
 
Like Minds Immersive on Social Media for Small Business, October 2010
Like Minds Immersive on Social Media for Small Business, October 2010Like Minds Immersive on Social Media for Small Business, October 2010
Like Minds Immersive on Social Media for Small Business, October 2010
 
Components of a comprehensive demand generation strategy
Components of a comprehensive demand generation strategyComponents of a comprehensive demand generation strategy
Components of a comprehensive demand generation strategy
 
Top 10 questions when selecting a Digital Marketing Agency
Top 10 questions when selecting a Digital Marketing AgencyTop 10 questions when selecting a Digital Marketing Agency
Top 10 questions when selecting a Digital Marketing Agency
 
Reputation management tips from Shashi Bellamkonda of Network Solutions
Reputation management tips from Shashi Bellamkonda of Network SolutionsReputation management tips from Shashi Bellamkonda of Network Solutions
Reputation management tips from Shashi Bellamkonda of Network Solutions
 
Is Any of This Social Media Stuff Working?
Is Any of This Social Media Stuff Working?Is Any of This Social Media Stuff Working?
Is Any of This Social Media Stuff Working?
 
How to Report Marketing Results to Your Clients
How to Report Marketing Results to Your ClientsHow to Report Marketing Results to Your Clients
How to Report Marketing Results to Your Clients
 
Connected Collaboration
Connected CollaborationConnected Collaboration
Connected Collaboration
 
e-Customer Service - Marketing & Servicing your Education & Training Custome...
 e-Customer Service - Marketing & Servicing your Education & Training Custome... e-Customer Service - Marketing & Servicing your Education & Training Custome...
e-Customer Service - Marketing & Servicing your Education & Training Custome...
 
The Hard Truth About Social Media
The Hard Truth About Social MediaThe Hard Truth About Social Media
The Hard Truth About Social Media
 
2 Things your Business Must Have to Grow
2 Things your Business Must Have to Grow2 Things your Business Must Have to Grow
2 Things your Business Must Have to Grow
 
Enterprise Social Media Maturity Model (ESM3)
Enterprise Social Media Maturity Model (ESM3)Enterprise Social Media Maturity Model (ESM3)
Enterprise Social Media Maturity Model (ESM3)
 
Drama Babe – Open your Customer’s Drama Stage
Drama Babe – Open your Customer’s Drama StageDrama Babe – Open your Customer’s Drama Stage
Drama Babe – Open your Customer’s Drama Stage
 

More from Wim Rampen

AI en de vermenselijking van digital marketing en service
AI en de vermenselijking van digital marketing en serviceAI en de vermenselijking van digital marketing en service
AI en de vermenselijking van digital marketing en serviceWim Rampen
 
Customer management in the age of Digital Engagement
Customer management in the age of Digital EngagementCustomer management in the age of Digital Engagement
Customer management in the age of Digital EngagementWim Rampen
 
Marketing Strategy and Customer Management in the age of Service
Marketing Strategy and Customer Management in the age of ServiceMarketing Strategy and Customer Management in the age of Service
Marketing Strategy and Customer Management in the age of ServiceWim Rampen
 
Co-creating customer relationships by Wim Rampen
Co-creating customer relationships by Wim RampenCo-creating customer relationships by Wim Rampen
Co-creating customer relationships by Wim RampenWim Rampen
 
Marketing Leadership in the Age of Service
Marketing Leadership in the Age of ServiceMarketing Leadership in the Age of Service
Marketing Leadership in the Age of ServiceWim Rampen
 
Value co creation canvas by wim rampen
Value co creation canvas by wim rampenValue co creation canvas by wim rampen
Value co creation canvas by wim rampenWim Rampen
 
Because it's time you take Customer Service seriously
Because it's time you take Customer Service seriouslyBecause it's time you take Customer Service seriously
Because it's time you take Customer Service seriouslyWim Rampen
 
110225 aanwezige kennis verdient hoger niveau telecommerce 0211
110225 aanwezige kennis verdient hoger niveau   telecommerce 0211110225 aanwezige kennis verdient hoger niveau   telecommerce 0211
110225 aanwezige kennis verdient hoger niveau telecommerce 0211Wim Rampen
 
Digitaal magazine ccm_1
Digitaal magazine ccm_1Digitaal magazine ccm_1
Digitaal magazine ccm_1Wim Rampen
 
The New Cost To Value Curve
The New Cost To Value CurveThe New Cost To Value Curve
The New Cost To Value CurveWim Rampen
 
15 New Trends Driving Social Business
15 New Trends Driving Social Business15 New Trends Driving Social Business
15 New Trends Driving Social BusinessWim Rampen
 
WIm Rampen's Measurement Framework
WIm Rampen's Measurement FrameworkWIm Rampen's Measurement Framework
WIm Rampen's Measurement FrameworkWim Rampen
 
Social Crm Strategy Framework Statement
Social Crm Strategy Framework StatementSocial Crm Strategy Framework Statement
Social Crm Strategy Framework StatementWim Rampen
 
Outcome Measurement
Outcome MeasurementOutcome Measurement
Outcome MeasurementWim Rampen
 

More from Wim Rampen (14)

AI en de vermenselijking van digital marketing en service
AI en de vermenselijking van digital marketing en serviceAI en de vermenselijking van digital marketing en service
AI en de vermenselijking van digital marketing en service
 
Customer management in the age of Digital Engagement
Customer management in the age of Digital EngagementCustomer management in the age of Digital Engagement
Customer management in the age of Digital Engagement
 
Marketing Strategy and Customer Management in the age of Service
Marketing Strategy and Customer Management in the age of ServiceMarketing Strategy and Customer Management in the age of Service
Marketing Strategy and Customer Management in the age of Service
 
Co-creating customer relationships by Wim Rampen
Co-creating customer relationships by Wim RampenCo-creating customer relationships by Wim Rampen
Co-creating customer relationships by Wim Rampen
 
Marketing Leadership in the Age of Service
Marketing Leadership in the Age of ServiceMarketing Leadership in the Age of Service
Marketing Leadership in the Age of Service
 
Value co creation canvas by wim rampen
Value co creation canvas by wim rampenValue co creation canvas by wim rampen
Value co creation canvas by wim rampen
 
Because it's time you take Customer Service seriously
Because it's time you take Customer Service seriouslyBecause it's time you take Customer Service seriously
Because it's time you take Customer Service seriously
 
110225 aanwezige kennis verdient hoger niveau telecommerce 0211
110225 aanwezige kennis verdient hoger niveau   telecommerce 0211110225 aanwezige kennis verdient hoger niveau   telecommerce 0211
110225 aanwezige kennis verdient hoger niveau telecommerce 0211
 
Digitaal magazine ccm_1
Digitaal magazine ccm_1Digitaal magazine ccm_1
Digitaal magazine ccm_1
 
The New Cost To Value Curve
The New Cost To Value CurveThe New Cost To Value Curve
The New Cost To Value Curve
 
15 New Trends Driving Social Business
15 New Trends Driving Social Business15 New Trends Driving Social Business
15 New Trends Driving Social Business
 
WIm Rampen's Measurement Framework
WIm Rampen's Measurement FrameworkWIm Rampen's Measurement Framework
WIm Rampen's Measurement Framework
 
Social Crm Strategy Framework Statement
Social Crm Strategy Framework StatementSocial Crm Strategy Framework Statement
Social Crm Strategy Framework Statement
 
Outcome Measurement
Outcome MeasurementOutcome Measurement
Outcome Measurement
 

Recently uploaded

wagamamaLab presentation @MIT 20240509 IRODORI
wagamamaLab presentation @MIT 20240509 IRODORIwagamamaLab presentation @MIT 20240509 IRODORI
wagamamaLab presentation @MIT 20240509 IRODORIIRODORI inc.
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?Alejandro Cremades
 
Exploring-Pipe-Flanges-Applications-Types-and-Benefits.pptx
Exploring-Pipe-Flanges-Applications-Types-and-Benefits.pptxExploring-Pipe-Flanges-Applications-Types-and-Benefits.pptx
Exploring-Pipe-Flanges-Applications-Types-and-Benefits.pptxTexas Flange
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsSlidesAI
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfMont Surfaces
 
zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdfzukhrafshabbir
 
1Q24_EN hyundai capital 1q performance
1Q24_EN   hyundai capital 1q performance1Q24_EN   hyundai capital 1q performance
1Q24_EN hyundai capital 1q performanceirhcs
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Associationseri bangash
 
Elevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesElevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesHaseebBashir5
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfHolger Mueller
 
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...brennadilys816
 
Your Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptxYour Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptxOs Hillman
 
hyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statementshyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statementsirhcs
 
Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsStefan Wolpers
 
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxBlinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxSaksham Gupta
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseirhcs
 
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In HarareTop^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Hararedoctorjoe1984
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...srcw2322l101
 
NFS- Operations Presentation - Recurrent
NFS- Operations Presentation - RecurrentNFS- Operations Presentation - Recurrent
NFS- Operations Presentation - Recurrenttoniquemcintosh1
 

Recently uploaded (20)

wagamamaLab presentation @MIT 20240509 IRODORI
wagamamaLab presentation @MIT 20240509 IRODORIwagamamaLab presentation @MIT 20240509 IRODORI
wagamamaLab presentation @MIT 20240509 IRODORI
 
How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?How Do Venture Capitalists Make Decisions?
How Do Venture Capitalists Make Decisions?
 
Exploring-Pipe-Flanges-Applications-Types-and-Benefits.pptx
Exploring-Pipe-Flanges-Applications-Types-and-Benefits.pptxExploring-Pipe-Flanges-Applications-Types-and-Benefits.pptx
Exploring-Pipe-Flanges-Applications-Types-and-Benefits.pptx
 
Creative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team PresentationsCreative Ideas for Interactive Team Presentations
Creative Ideas for Interactive Team Presentations
 
The Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdfThe Truth About Dinesh Bafna's Situation.pdf
The Truth About Dinesh Bafna's Situation.pdf
 
zidauu _business communication.pptx /pdf
zidauu _business  communication.pptx /pdfzidauu _business  communication.pptx /pdf
zidauu _business communication.pptx /pdf
 
1Q24_EN hyundai capital 1q performance
1Q24_EN   hyundai capital 1q performance1Q24_EN   hyundai capital 1q performance
1Q24_EN hyundai capital 1q performance
 
Constitution of Company Article of Association
Constitution of Company Article of AssociationConstitution of Company Article of Association
Constitution of Company Article of Association
 
Elevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO ServicesElevate Your Online Presence with SEO Services
Elevate Your Online Presence with SEO Services
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
 
WAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdfWAM Corporate Presentation May 2024_w.pdf
WAM Corporate Presentation May 2024_w.pdf
 
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
ابو ظبي اعلان | - سايتوتك في الامارات حبوب الاجهاض للبيع ف حبوب الإجهاض ... ا...
 
Your Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptxYour Work Matters to God RestorationChurch.pptx
Your Work Matters to God RestorationChurch.pptx
 
hyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statementshyundai capital 2023 consolidated financial statements
hyundai capital 2023 consolidated financial statements
 
Toyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & TransformationsToyota Kata Coaching for Agile Teams & Transformations
Toyota Kata Coaching for Agile Teams & Transformations
 
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptxBlinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
Blinkit: Revolutionizing the On-Demand Grocery Delivery Service.pptx
 
Hyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings releaseHyundai capital 2024 1q Earnings release
Hyundai capital 2024 1q Earnings release
 
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In HarareTop^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
Top^Clinic ^%[+27785538335__Safe*Women's clinic//Abortion Pills In Harare
 
What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...What is paper chromatography, principal, procedure,types, diagram, advantages...
What is paper chromatography, principal, procedure,types, diagram, advantages...
 
NFS- Operations Presentation - Recurrent
NFS- Operations Presentation - RecurrentNFS- Operations Presentation - Recurrent
NFS- Operations Presentation - Recurrent
 

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

  • 1. Service Logic – a new Dominant Logic for the Social Customer Relationship Marketerby WimRampen image courtesy: http://www.flickr.com/photos/stuartslimp/3936066556/in/pool-crowded_multitude
  • 2. Goods dominant logic: value is created at the moment of exchange, after that, the Customer is on his own value exchange: when money and ownership or rights change hands image courtesy: http://www.flickr.com/photos/mithril/2764675971/
  • 3. The new dominant logic: Service Logic is not about selling services image courtesy: http://www.flickr.com/photos/ptrktn/3801479228/
  • 4. Service Logic: value co-creation happens AFTER value exchange image courtesy: http://www.flickr.com/photos/viriyincy/3594764008/
  • 5. Value for customers means that, after they have been assisted by a self-service or full-service process, they are – or feel – better off than before image courtesy: http://www.flickr.com/photos/yalcin_arsan/4055973255/in/pool-crowded_multitude
  • 6. Whether a Customer is – or feels – better off is determined by the Customer image courtesy:: http://www.flickr.com/photos/yalcin_arsan/4001627189/in/pool-crowded_multitude
  • 7. Value is co-created when customer desired outcomes are met in other words: when the Customer’s job is done to his satisfaction image courtesy: http://www.flickr.com/photos/cassandrasarmanho/4006047824/in/pool-crowded_multitude
  • 8. Fact: most Customers can use some help in creating value image courtesy: http://www.flickr.com/photos/cleopatra69/4033747792/in/pool-crowded_multitude
  • 9. If value for the Customer is dominantly created after value exchange, i.e. IN USE, both scope and content of marketing strategies should shift from dominantly focused on creating momentum for value exchange to a continuum of interactions in networks of relationships aimed to support customers’ value creation image courtesy: http://www.flickr.com/photos/beeteeoh/3298373727/
  • 10. The “new” goal for marketing is to support (and improve) customers’ value creation “in use” image courtesy: http://www.flickr.com/photos/msdm/3491968596/
  • 11. Value “in use” is determined by Customer outcomes of experiences during the lifetime of consumption of products & services image courtesy: http://www.flickr.com/photos/seasonalplume/2607760460/
  • 12. Touch-points and interactions (in networks) of relationships are the building blocks of personalized experiences in a socially networked eco-system image courtesy: http://www.flickr.com/photos/rakustow/3942156152/
  • 13. The firm (marketing) should strive for engagement in interactions and relationships with its customers’ (net)work or process to create value image courtesy: http://www.flickr.com/photos/caribb/185905926/
  • 14. 5 Questions for today’s marketers image courtesy: http://www.flickr.com/photos/downingstreet/3386080464/
  • 15. 1. Do you understand how and to what extent your customers are meeting their desired outcomes when using (experiencing) your product or services (over its lifetime)? image courtesy: http://www.flickr.com/photos/amirjina/2282812623/
  • 16. 2. What interactions with your product, services, partners, employees, touch-points, their networks and relationships influence and shape customers’ experiences in use? image courtesy: http://www.flickr.com/photos/laughingsquid/383433646/
  • 17. 3. What opportunities do you see to engage in the customer’s value-creation process? image courtesy: http://www.flickr.com/photos/defaultbb/3753829500/
  • 18. 4. What opportunities do you see to pro-actively help the customer meet their desired outcomes through (new ways of) interacting (in & via networks) and building relationships? image courtesy: http://www.flickr.com/photos/vorticeassurdo/167001806/
  • 19. 5. Who do you need to collaborate with to purposefully design & execute experiences over a lifetime of use to exploit these opportunities? image courtesy: http://www.flickr.com/photos/marcelgermain/3956114555/in/photostream/
  • 20. How does “Social” tie into all this? image courtesy: http://www.flickr.com/photos/nycviarachel/507963159/
  • 21. A. SOCIAL CRM STRATEGY FRAMEWORK STATEMENT (version 2) A socialcrmstrategy is aboutunderstandingwho the customer is throughlistening to, engagingwith and collaborationbetweencustomers, employees and partners. It is aimed at developinginnovations, interactions in networks of relationships and communitiesthat support customers in doing the jobs theyneed to do. The means are a personalized design of the service experiencethatempowerscustomers, employees and partners to influencehowwelltheycan meet theirdesiredoutcomes
  • 22. B. 3 out of 15 new trends driving Social Business Courtesy: Graham Hill image courtesy: http://www.flickr.com/photos/azarov/3279771862/
  • 23. B#1. From Individual Customers to Networks of Customers
  • 24. B#12. From Stand-alone Companies to an Ecosystem of Networked Partners image courtesy: http://www.flickr.com/photos/mattsabo17/143172563/
  • 25. B#15. From Customer Lifetime Value to Customer Network Value image courtesy: http://www.flickr.com/photos/marxpix/471485822/
  • 26. Implications for Marketing image courtesy: http://www.flickr.com/photos/ahmadnawawi/3808452611/
  • 27. Marketing’s 1st job is to understand customers’ value creation process (= jobs & desired outcomes) and where in the process Customers fail to meet their desired outcomes. image courtesy: http://www.flickr.com/photos/berkeleylab/2826536670/in/set-72157606890009024/
  • 28. Marketing’s 2nd job is to build relationships in communities of individuals with similar desired outcomes and behavior image courtesy: http://www.flickr.com/photos/loveforphotography/457269816/
  • 29. Marketing’s 3rd job is to support Customers’ value creation process image courtesy: http://www.flickr.com/photos/romec1/3246065362/
  • 30. Marketing’s 4th job is to design experiences that stimulate company’s engagement through interactions in networks of relationships
  • 31. Marketing’s 5th job is to engage employees and partners in supporting Customers in their process of value creation
  • 32. Marketing’s 6th job is to extract actionable insights from 360-degree feedback to foster innovations and to turn them into value propositions that attract new Customers image courtesy: http://www.flickr.com/photos/ableman/534153791/in/set-72157600321756478/
  • 33. Marketing’s 7th job is to redesign metrics to capture the network value for the firm and to ensure there is high correlation between these metrics an Customers’ value created. image courtesy: http://www.flickr.com/photos/toastforbrekkie/3440023097/
  • 35. The P’s remain valid, but less dominant. Focus is no longer dominantly on product and value chain towards value exchange. image courtesy: http://www.flickr.com/photos/jasmic/1472319885/
  • 36. Segmentation based on demo/sociographics come 2nd, after segmentation based on Customer jobs & (desired) outcomes. image courtesy: http://www.flickr.com/photos/un_photo/3815987498/
  • 37. THANK YOU LET’S START THE DEBATELeave a comment or contact me on Twitter:twitter.com/wimrampen
  • 38. RESOURCES Gummeson, Evert (2007): Exit Services Marketing – Enter Service Marketing Michael A. Merz & Yi He & Stephen L. Vargo (2008): The evolving brand logic: a service-dominant logic perspective David Ballantyne & Richard J Varey (2008): The service-dominant logic and the future of marketing Sara Sandstro¨m, Bo Edvardsson, Per Kristensson & Peter Magnusson (2008): Value in use through service experience ChristiaanGrönroos & AnikaRavald (2009) Marketing and the Logic of Service; Value Facilitation, Value Creation and Co-Creation and their marketing implications Graham Hill (2009) A Manifesto for Social Business