Module 4 – Customer interactions

Hello team! It has past a lot of time since my previous post. During that time I’ve changed a work and a country of residence and hope all these excuse me in a some way for the such a late catching up 🙂
I’ve higly enjoyed our 4th Module – Consumer interactions. I always feeled that interactions between customer and service provider are among the most important points of product value creation but never took into account that they can be studied and explained in small details.
Several years ago together with my business partner we went to the Mediterranean cousine reastaurant. We sat at the table and spoked to aech other actively. Several minutes later the waiter came to us and asked what would we like to eat. Our answer was that we need some more time to decide. 10 minutes later without any questions or orders from us the waiter brought us starters and asked would we like to drink a wine (yes). 10 more minutes later he came to us and asked shortly: “meat or fish?”. We made our decisions. The same was with desserts and drinks. So during all the time we have been in this restaurant none of us didn’t open the menu. Everything was done by the waiter. It was very surprising, interesting and enjoyable experience for both of us. And we both concluded that the meal was great.
Two weeks later I had a meeting with another business partner and decided to repeat great experience with that restaurant and the waiter. Unfortunately for me, that man was not at work and our new waiter didn’t do the same as his colleague did earlier. And guess what? Our meal and overall experience was not that good as two weeks ago. Of course I understand that the cousine was the same and everything else was the same at that restaurant, except one detail: the waiter. This particular man created the value for us.
I’m sure that customer interactions play important role in value creration, sometimes even the most important role. And this is the reason why I was very interested in Per Echeverri’s reseach. I liked the idea of dividing consumer interactions on 5 practices: informing, greeting, delivering, charging, helping. Each of them is made up of specific elements of practices: procedures, understandings, engagements.
The relationship between interaction value practices, elements of practices, and dimensions of interaction value practices is associated with four types of praxis: reinforcing value co-creation, recovery co-formation, reductive co-formation, and reinforcing value co-destruction.
This concept allowed me to look from the new point on how my team and I work with clients. We have already changed some our interactions procedures and preparing some more changes. As I told before, in banking business the products are almost the same among all banks and that is why value co-creation during customer interactions is the one of few points where we can do a lot to differ from each other.
So thanks a lot Mr. Echeverri and all CTF team for the valuable pieces of research you have shared with us.


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