Conference Paper

Towards a Model for Measuring Customer Intimacy in B2B Services.

DOI: 10.1007/978-3-642-14319-9_1 Conference: Exploring Services Science - First International Conference, IESS 2010, Geneva, Switzerland, February 17-19, 2010. Revised Papers
Source: DBLP

ABSTRACT This paper proposes an approach for evaluating the relationship with a customer, leading to the creation of a Customer Intimacy Grade (CIG), across multiple levels of granularity: employee, team, business unit and whole organization. Our approach focuses on B2B service organizations which provide their customers with complex solutions and whose relationship with the customer is distributed among multiple employees and across different business units. The suggested approach should improve the systematic analysis of customer intimacy in organizations, leverage the customer knowledge scattered throughout the organization and enable benchmarking and focused investments in customer relationships.

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    ABSTRACT: According to modern service science theory, value is jointly generated by several partners forming a service system. In this work, we focus on a simple two-party system consisting of a service provider and its customer. The value created by this service system hinges on the contribution of both parties. That is, it also depends on the collaboration of the customer, which is a key characteristic of services in traditional definitions. Providers, however, lack knowledge on how to identify and measure the influence factors for value cocreation, such as customer contribution. Being aware of customer contribution, providers could design and manage value propositions purposefully. In this work, we provide a first version of a framework of influence factors for value co-creation in service systems, which may serve providers as a guideline for identifying different types of customer contribution.
    6th International Conference on Exploring Services Science, Porto, Portugal; 02/2015

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