
Some stores are making customers do more work.
 Southwest Airlines offers self check-ins.
 Dell inc. provides web enabled tools allowing customers to configure
their systems.
 Bank of America encourages customers to manage their accounts
online.
 HealthCheck USA supplies customers with special kits to perform their
own genetic testing.

Companies save money by having customers
do more
 Airlines estimate that they save $3.52 every time a customer buys
a ticket online and $2.70 when a customer conducts self check-in
 Software companies, banks and some cable providers can save
more than $9 when customers manage services and receive
support with self-service websites, instead of by speaking with
someone.

Transactionals-

Traditionals-

Conventionals-Acquire tangible products that allow
Use self checkout, eat at buffets, like
to do things for themselves
the Home Depot shopper, favor do-ityourself in terms of home improvement
them to perform tasks. i.e. a stove for gourmet cooking

Intentionals-

Radicals-
Coproduction experiences i.e. Nike iD,
Build-A-Bear, Subway
take coproduction to extremes i.e. the man
who modified his Prius to get 80 mpg





If customers can’t perform, they may not come
back to your business.
Jupiter Research estimates that 91% of
customers with a bad experience on a self
serve website will not come back.
Customers must be coached and trained
http://www.youtube.com/watch?v=kpdn4NengQ&feature=related
“No Soup for you”
 http://www.youtube.com/watch?v=svSGKJFSl-8&feature=related

Customers will either gain store loyalty by
doing the work, or the company may lose
their sales altogether.
 If a customer can learn the techniques and system of a
company, they will feel comfortable and in control of their
shopping experience, and will come back.
 Happy customers may also attract and help new customers.
 If customers have bad experiences, they will get frustrated and
find other companies or stores that they feel more comfortable
at.

You can understand the coproduction experience
of your customers and improve their experience,
through four key tactics:
 Vision
• Find the goals and objectives, actions they expect to execute.
• Companies must help customers shape their needs and meet their goals.
 Access
• Access reflects the resources companies supply so that customers can perform.
 Incentive
• These can be powerful motivators for convincing them to try new items or stop
bad behavior. Reward programs are the typical incentives for many companies.
 Expertise
• This is the knowledge/skills customers must retain to execute work required.
Customers are encouraged to develop a
vision of how to use products, when then
articulates goals and tasks.
 Feedback
 Psychologist Albert Bandura and Daniel Cervone, found
goals are better met and maintained when customers
were given feedback as close as possible to their
performance
 Companies must assist customers in forming their goals


Resources that companies provide for
customer performance.
Have you ever met someone who received
a bad subway sandwich?
-Probably not, because they guide the
maker through the process.


Positive or Negative motives to
encourage specific behavior.
Reward Customer success stories online
 Cash rewards for online bill pay

Disincentives Overdraft charges
 Carnival Cruises punishing smokers

Knowledge or Skills obtained by customers
in order to execute coproduction
experiences
 Home Depot offering do-it-yourself clinics
 Web-based information and tutorials are becoming
more and more common.


http://www.youtube.com/watch?v=kpd
n-4NengQ&feature=related
http://www.wou.edu/~eltonm/Marketin
g%20Strategy/Customers%20at%20work.
pdf
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