"a producer of meanings, life experiences, identities and value"

"customer experience of service is presented as customer service experience and is understood as a holistic phenomenon, which is subjective, event specific, personal and individually and socially-constructed.
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service organisations cannot unilaterally pre-determine and deliver “embedded” value to customers. As customers perceive value through their individual and collective experiences, it is imperative that organisations appreciate the complex nature of both customer service experience and customer value perceptions.
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We posit that it is the “inner realism” of the individual’s experiences which allows him or her to make sense of the external world ... we characterise experiences as phenomena which are individually and socially constructed. We also view individual and collective service experiences as being co-created, inter-subjective, contextual and time specific.
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a world which is independent of our experiences cannot exist; rather the basis of existence is individual, relative and subjective experience. Individuals relate, consciously and unconsciously, their current lived experiences to their previous or “inherited” experiences...
consumers are active creators of their own actual or imaginary experiences which, in turn, are inextricably integrated into their “lifeworld”. Accordingly, for the purposes of this paper, we do not restrict ourselves to lived or actual customer service experiences which can be documented externally; rather we also consider those customer service experiences which exist as imagined, re-imagined or anticipated possibilities.
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While the firm can create and communicate value propositions, it is the customer, not the firm that creates value through dynamic situational specific value creating processes.
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the storytellers (i.e. customers) are self-reflective and embedded in a social context. This enables interpretations between social events and individual customer service experiences and builds on multiple truths and shifting identity positions in relation to customer perceived value and the customer service experience
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“the consumer is no longer a devourer of value but a producer of meanings, life experiences, identities and value”.
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While value creation and value co-creation originate from the individual’s experiential realm, individual customer value creation processes potentially intertwine with the value creation process of other customers thus creating a social value co-creation constellation in the form of a customer community.
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customer perceived value cannot be solely related to the service provider’s service offering as customers tend to make sense of their service experience – value perception processes in the form of internal and external dialogues together with other customers. Individual customers are part of wider customer-to-customer (C2C) communities, which play an important role in the customers’ sense-making and value co-creation processes"

Trechos retirados de "Circularity of customer service experience and customer perceived value" de Anu Helkkula e Carol Kelleher. Publicado em Journal of Customer Behaviour, 2010, Vol. 9, No. 1, pp. 37-53