Customers Co-creation - Managing Services in the Telecom Industry

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Markets are continuously developing not just in terms of what is delivered to the market but also in terms of controlling what is delivered to ensure the maximum efficiency for the profit as well as customer satisfaction and continuity in highly competitive markets.

However, such control strategy lies under the concept of managing what is delivered to customers to ensure that it will definitely suit their expectations, allow them to get their jobs done from the products or services firms delivered to them and ensure a continuous relation with customers.

Service management is the strategy that controls the products and services delivered to the market starting from suppliers, partners and customers to form what is called a value chain.

It magnifies the rule of customers in the production stage, where firms produce the products or services, by interacting them with the co-design, co-production stages, but not to deal with them as the last entity of the chain which makes the transaction process with them, deliver the product or service and gain the profit. This according to the service management concepts improves the value chain, improve the participation of customers in order to ensure that they will get what they are expecting in the way they want and also ensure that the value will be exchanged in use not just at the transaction point.

Moreover, literature showed that market strategy was developed along the years from depending on maximizing the profit while taking into consideration that, engineers, designers, employees and managers have the ability to deliver what customers need according to their knowledge in the market, to view the whole market from different points and start counting on every part of the value chain to improve what is delivered to the market which will ensure the improvements in competitiveness and the continuity in the market while taking into considerations that every part of the chain will be satisfied and get what is expected.

This business chain or as it is called value chain consist of different entities who are already working together to deliver products and services to the market.

It starts from suppliers who are also called as service providers in the case of service industry, partners who have aligned strategies with the firms and customers who are the destination as well as the main focus of the whole business and the reason for managing this value chain to ensure their satisfaction and meet their expectations while ensuring that other entities of the chain are also satisfied with the job that they are doing.

References:

Stephen L. Vargo and Robert F. Lusch, Evolving to a new dominant logic for marketing, Journal of Marketing, 68 (2004) 1.

Robert F. Lusch, Stephen L. Vargo and Mathew O Berien, Competing through service: Insights from service-dominant logic, Journal of Retailing, 83 (2007) 5

Chickery J. Kasouf, Jenny Darroch, Clase M. Hultman and Morgan P. Miles, Service dominant logic: Implications at the marketing/entrepreneurship interface, Journal of Research in Marketing and Entrepreneurship, 10 (2008) 57.

Stephen L. Vargo, Paul P. Maglio and Melissa Archpru Akaka, On value and value co-creation: A service systems and service logic perspective, Europian Management Journal, 26 (2008) 145.

Rajesh Kumar and Uday Kumar, A conceptual framework for the development of a service delivery strategy for industrial systems and products, Journal of Business and Industrial Marketing, 19 (2004) 310

Yonggui Wang, Hing-Po Lo and Yongheng Yang, An Integrated Framework for Service Quality, Customer Value, Satisfaction: Evidence from China’s Telecommunication Industry, Information System Frontiers, 6 (2004).

Nirmalya Kumar, The Power of Trust in Manufacturer-Retailer Relationships, Harvard Business Review (1996).

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