Connections and interactions: an engagement perspective on customer networks

Kim A. Johnston, A. Lane
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Abstract

Customer environments are characterised by networks of relationships and interactions that give value beyond the exchange of goods and services. This chapter synthesises these networks with traditional approaches to community engagement to present a three-part schema of consumer engagement. The three forms of consumer proposed are based on the provision of information by an organisation; consulting with consumers to seek their opinions; and allowing consumers to participate in organisational decision-making. Operationalising consumer engagement via customer networks shows they present unparalleled mechanisms to enhance organisation-customer relationships, as well as challenges to those relationships. Customer networks provide rich sources of information and relational capital on which organisations can draw. They also facilitate entry to organisational decision-making by those beyond the immediate interface with an organisation, including dissenting and dissonant voices. Engagement through customer networks therefore enables interaction and exchange out of which value can be co-created and shared within and beyond customer-organisational relationships. The challenge for organisations is how far they are prepared to go with prioritising the care and nurture of relationships with customers through engagement—maybe even putting long-term relational concerns ahead of short-term marketing objectives.
连接与互动:客户网络的参与视角
客户环境的特点是关系和互动网络,其价值超越了商品和服务的交换。本章将这些网络与传统的社区参与方法综合起来,提出了一个由三部分组成的消费者参与模式。建议的三种消费者形式是基于组织提供的信息;与消费者协商,征求消费者意见;并允许消费者参与组织决策。通过客户网络操作消费者参与表明,他们提供了无与伦比的机制来加强组织-客户关系,以及对这些关系的挑战。客户网络为组织提供了丰富的信息来源和关系资本。它们还有助于那些与组织没有直接接触的人参与组织决策,包括持不同意见和不和谐的声音。因此,通过客户网络的参与可以实现互动和交换,从而在客户-组织关系内外共同创造和共享价值。组织面临的挑战是,他们准备在多大程度上通过参与来优先照顾和培养与客户的关系——甚至可能将长期关系问题置于短期营销目标之前。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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