Co-Opting Customer Competence: Communication & Consumer Behavior

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COMMUNICATION & CONSUMER BEHAVIOR

Co-opting Customer Competence

Group Presenters:
SWATI SAURAV PRIYA MUKESH SUSHIL
Introduction
• Globalization, Technological Convergence & Rapid growth of
Internet.

• Changing Business Dynamics


Evaluation & Transformation of Customers
Customers
As Passive Audience As Active Players
Persuading Persuading
Group of Individual Goodwill Co Creation
Buyers Buyers
1970’s 1980’s 1990’s 2000’s
Time Frame
Nature of Shares the same
Business & Role Passive Buyers with sole role of Consumption value as other
of Customers resources
Customers are Customer is an Customer is a Also blended
Managerial Statistical individual person Culturally and
Mindset Groups Socially
Traditional Shift from Selling Identifying Co creators in
Level Of Market Research to Helping Needs and imparting values
Interaction & Enquiries Solutions and experiences.
Focus on Active Dialogues
Purpose of Focus on Reach 2 way RELATIONSHIP with customers
Communication Communication MARKETING in shaping
DATABASE MKT. expectations
Customers…
As a source of competence
• Encouraging Active Dialogue.

• Mobilizing Customer Communities.

• Managing Customer Diversity.

• Co- Creating Personalized Experiences.


Managing the Personalized Experiences
• Managing Multiple Channels of Experiences.

• Managing Variety and Evolution.

• Shaping Customer’s Expectations.


Customers…
As Competitors
• Customers can extract value of their relevance.

• Willingness to negotiate prices and terms.

• ‘Price Takers’ as well as ‘Price Makers’.


Preparing the Organization
• Intellectual & Human Capital

• Project Management

• Constant Evaluation & Assessment of Resources.

• Individual Training.
(Negotiation, Collaboration, Motivation…etc.)

• Setting strong organizational values.


Thank You

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