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    Creating Customer Value (Rev 10 - 07 - 20)

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    Diah Darmawan
    This document discusses various strategies for creating customer value, including: 1. The value economizing strategy and value increasing strategy focus on optimizing perceived quality relative to perceived risk. 2. The value innovation strategy focuses on co-creating value through dialogue and involvement between the company and consumers to balance their desired values. 3. The co-creation value strategy involves growing competencies within consumer communities through engagement, interaction, sharing, and embodiment to educate and enrich individuals.

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    Creating Customer Value (Rev 10 - 07 - 20)

    Uploaded by

    Diah Darmawan
    23 views19 pages
    This document discusses various strategies for creating customer value, including: 1. The value economizing strategy and value increasing strategy focus on optimizing perceived quality relative to perceived risk. 2. The value innovation strategy focuses on co-creating value through dialogue and involvement between the company and consumers to balance their desired values. 3. The co-creation value strategy involves growing competencies within consumer communities through engagement, interaction, sharing, and embodiment to educate and enrich individuals.

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    MARKETING STRATEGIC UNTUK MAGISTER MANAGEMENT

    Original Title

    Creating Customer Value (rev 10_07_20)

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    This document discusses various strategies for creating customer value, including: 1. The value economizing strategy and value increasing strategy focus on optimizing perceived quality relative to perceived risk. 2. The value innovation strategy focuses on co-creating value through dialogue and involvement between the company and consumers to balance their desired values. 3. The co-creation value strategy involves growing competencies within consumer communities through engagement, interaction, sharing, and embodiment to educate and enrich individuals.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    23 views19 pages

    Creating Customer Value (Rev 10 - 07 - 20)

    Uploaded by

    Diah Darmawan
    This document discusses various strategies for creating customer value, including: 1. The value economizing strategy and value increasing strategy focus on optimizing perceived quality relative to perceived risk. 2. The value innovation strategy focuses on co-creating value through dialogue and involvement between the company and consumers to balance their desired values. 3. The co-creation value strategy involves growing competencies within consumer communities through engagement, interaction, sharing, and embodiment to educate and enrich individuals.

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    of 19

    Customer Value Creation

    Prof Agus W. Soehadi, PhD


    (aws@pmbs.ac.id)
    Creating Customer Value

    Customer Valaue Perceived at the time of ....

    Purchase Use

    Imagined
    ideal Desire Value 1 Desire Value 2

    Customer Value
    Perception are
    about ....

    Actual Predicted Perceived


    Experience Received Value Received Value

    Woodruff 1997
    Creating Customer Value

    Customers receive value when the benefits


    from a product or service
    exceed what it costs to acquire and use it

    Perceived Quality
    Customer Value =
    Perceived Risk

    Horovits 2000
    Creating Customer Value

    1. The strategy of value economizing

    2. The strategy of value increasing

    3. The strategy of value innovation

    4. The strategy of co-creation value


    Co-Creation Value Strategy

    Prof Agus W. Soehadi, PhD


    aws@pmbs.ac.id
    Martijn Staal 2008
    Apple Newton

    Muniz and Schau 2007


    Google’s Ecosystem

    Content Providers Consumers

    The Google
    Platform

    Innovators
    Advertiser

    HBR 2008
    132 million unique
    Visitors per day (as of
    Google’s 11/2007)
    Media companies
    • Search for information
    Individuals Innovation Ecosystem and reveal interests
    • Create information • Consume targeted
    • Stimulate consumer advertising
    interest, foster • Validate appeal and
    community test performance and
    Content marketing of innovation
    • Provide delivery Consumers
    Providers • Contribute ideas for
    mechanism for
    targeted ads improvements
    • Become new products’
    commercial users

    The Google
    Platform
    Mashup creators, inde-
    pendent software vendors,
    Advertiser Innovators Google engineers, open
    Over 1 million source community
    Companies and
    individuals • Together, make up
    a diverse product-
    • Deliver relevant ad • Development network
    content to search- • Develop new offerings
    identified users that help keep consumer
    • Generate vast revenues engaged and Google
    stream that supports “sticky”
    Google • Generate revenues for
    • Help monetize innovators’ themselves and for
    new offerings Google
    • Extend value of Google’s
    tools and technology
    HBR 2008
    The Value Creation Process
    between Company & Consumers

    Value
    Proposition

    Dialogue Involvement Consumption

    Company Interaction Consumer


    Company Desired Value Balanced Value Consumer Desired Value

    Pongsakornrungsilp 2010
    Grow of Competencies within
    the Consumer Community
    Individual Individual Individual

    Compromise Discussion
    Commitment Relationship

    Interaction
    Engaging

    Enriching
    Competencies
    Individual Grow Individual

    Educating

    Sharing Embodiment

    Individual Individual Individual

    Pongsakornrungsilp 2010
    Linden Research 2007
    Thanks

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