Como é que as empresas tentam dar resposta a esta explosão câmbrica da parte dos clientes?
Aumentando a variedade dos produtos que oferecem. Contudo:
"Product variety has not necessarily resulted in better consumer experience"As empresas têm de perceber que o papel dos consumidores/clientes mudou:
"The most basic change has been a shift in the role of the customer - from isolated to connected, from unaware to informed, from passive to active."E que isso traz consequências:
"What is the net result of the changing role of consumers? Companies can no longer act autonomously, designing products, developing production processes, crafting marketing messages, and controlling sales channels with little or no interference from consumers. Consumers now seek to exercise their influence in every part of the business system. Armed with new tools and dissatisfied with available choices, consumers want to interact with firms and thereby co-create value. The use of interaction as a basis for co-creation is at the crux of our emerging reality."Mas cuidado:
"Eventually, the roles of the company and the consumer converge toward a unique co-creation experience, or an "experience of one."
Notice what co-creation is not. It is neither the transfer nor out-sourcing of activities to customers nor a marginal customization of products and services. Nor is it a scripting or staging of customer events around the firm's various offerings. That kind of company-customer interaction no longer satisfies most consumers today.
The change that we are describing is far more fundamental. It involves the co-creation of value through personalized interactions that are meaningful and sensitive to a specific consumer. The co-creation experience (not the offering) is the basis of unique value for each individual. The market begins to resemble a forum organized around individuals and their co-creation experiences rather than around passive pockets of demand for the firm's offerings."
Trechos retirados de "The Future of Competition" de C.K. Prahalad e Venkat Ramaswamy. Livro lido em 2008 e que fui re-ler a propósito de um tweet do Paulo Peres. E sentimos logo o efeito de 5/6 anos de experiência desde a sua primeira leitura, bem na linha de:
"Nunca é tarde para aprender, mas às vezes é demasiado cedo"