Re: customer loyalty and experience design

I didn¹t come across any specific studies regarding non-profits, but my
model is not based on commerce, the transaction is not the basis of the
relationship, it is only the start. I was very influenced when thinking
about this topic by some papers on the subject of the co-creation. The apex
of my model is really the point where I think co-creation can happen,
loyalty is a bi-product of that co-creation.

In the case of a non-profit the co-creation of value is not as novel a
concept as it is in business really, non-profits generally have to galvanize
³customers² to volunteer and participate in the creation of value, fund
raising etc. The question is how do you move people from being peripherally
interested in your non-profit to being evangelists and loyal participants?
It is probably not done in one step, there are levels of participation or
levels to that relationship if you like. You need to grease the rails of
participation, you need to put the frameworks in place to enable people to
contribute in increasingly valuable ways.


Papers on co-creation:
Co-creation: A New Source of Value
http://www.accenture.com/xd/xd.asp?it=enweb&xd=ideas%5Coutlook%5C6.99%5Cover
_create.xml

Co-opting Customer Competence
http://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jhtm
l?id=R00108
³But managers and researchers have largely ignored the agent that is most
dramatically transforming the industrial system as we know it: the consumer.
In a market in which technology-enabled consumers can now engage themselves
in an active dialogue with manufacturers--a dialogue that customers can
control--companies have to recognize that the customer is becoming a partner
in creating value. In this article, authors C.K. Prahalad and Venkatram
Ramaswamy demonstrate how the shifting role of the consumer affects the
notion of a company's core competencies. Where previously, businesses
learned to draw on the competencies and resources of their business partners
and suppliers to compete effectively, they must now include consumers as
part of the extended enterprise, the authors say.²


http://www.vernaallee.com/
Verna Allee has done some good work in mapping value networks that take into
account the exchange of value that can surround basic transactions.


Best,

karl



--
blog: http://blog.experiencecurve.com
network: http://www.ryze.com/?a=mrkook
aim|yim: kar11ong



On 6/29/04 12:43 PM, "Betsy Martens" <[email protected]> wrote:

> Congratulations!
> 
> Now my task is to see how much of your article can be applied to
> nonprofits. I find myself in the role of chief strategist and brand
> steward -- among others -- and I'm just introducing the notion of brand
> integrity to the various committed stakeholders in the organization. I
> can use all the ammunition I can find for what is shaping up as
> to-be-expected resistance, in spite of all the cliched but useful
> strategems available, like getting buy-in from key decisionmakers,
> winning over the troops, etc. We have a great organization with a
> serious, committed membership, and everyone wants to do what's best for
> the organization, which is all to the good. But people want -- and
> deserve -- a rational explanation of why their dollars should go into
> brand identity.
> 
> I'm sure your article will help me in this. But I am curious: as you
> developed this piece, did you happen to run across specific case
> studies or references to the role of experience design in building the
> nonprofit equivalent of customer loyalty?
> 
> Any articles or links that specifically focus on this would be greatly
> appreciated.
> 
> Betsy Martens
> Communications Director
> Lake Forest Open Lands Association
> 272 E. Deerpath, Suite 318
> Lake Forest, IL 60045
> (847) 234-3880, ext, 12
> http://www.lfola.org
> 
> 
> On Monday, June 28, 2004, at 11:31  AM, Karl Long wrote:
> 
>> > Hi All,
>> >
>> > I just got an article published in the Design Management Journal on the
>> > topic of customer loyalty and experience design in eBusiness.
> 
> 
> 
> 




[Non-text portions of this message have been removed]



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