O poder da interacção directa

Continuando a minha leitura de Christian Grönroos e Johanna Gummerus em "The service revolution and its marketing implications: Service logic vs service-dominant logic".
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Penso primeiro nos que sonham com a automatização das relações com os clientes, penso nos encadeados pelos faróis do eficientismo e que, por isso, passam ao lado da vantagem competitiva da interacção.

"The firm is not restricted to offering value propositions ...Service marketing knowledge, concepts and models reflect the foundational premise that service providers are not restricted to offering value propositions; instead, the marketing context of service firms, unlike that for consumer goods, is characterised by interactivity, reciprocity and two-way influences in the service process. The value for the customer of the service being provided in this process thus depends on how the service provider and customer, through their behaviour and communication, influence each other. The provider clearly influences the service and its value for the customer. In addition, fellow customers who are simultaneously present in the process may exert impacts....providers, together with other parties, may need to act to ensure the realisation of proposed value, which is possible only during the interaction between the firm and the customer....Because the actors’ processes – the firm’s service production process and the customer’s consumption and value creation processes – merge into one collaborative, dialogical process during direct interactions, a platform for co-creation of value for both actors arises. The activities on this platform are interactive, mutual and reciprocal. Both parties can directly and actively influence each other’s processes. Therefore, the value-in-use created for the customer (or the firm or both actors) is influenced by actions that occur on the platform..As a clearer understanding of the nature of direct interactions shows, in services there are ample opportunities for the firm, as a service provider, to go beyond the goods logic-influenced view that the firm can only offer value propositions. The service provider can actively and directly influence customers’ perceptions of the firm and its service, as well as customers’ willingness to continue buying from it. Whatever value the service provider has originally promised, or proposed (using value proposition terminology), may be moderated and altered during the interaction process and thus change the customer’s experiences and determination of value-in-use. The higher the value-in-use, the greater the likelihood that the customer considers buying from the same firm the next time. If the co-creation process has an unfavourable impact on the customer’s experiences and value-in-use, the effect likely will be the opposite."

Interacção e co-criação de valor

Parte I.
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Continuando a saborear a reflexão de Christian Grönroos e Johanna Gummerus em "The service revolution and its marketing implications: Service logic vs service-dominant logic".

"If co-creation of value is used analytically, rather than in a metaphorical sense, we must ask: what is the role and focus of co-creation, who is involved, and when does value co-creation occur? The key to answering these questions is the interaction concept.
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Although “enterprises can offer their applied resources for value creation and collaboratively (interactively) create value following acceptance of value propositions, but cannot create/deliver value independently”, the meaning of this assertion gets disguised by the claim that firms and customers are always co-creators of value.
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Direct interaction means that two (or more) actors act together in one process, in which their doings and sayings influence each other’s actions and perceptions. The two actors’ processes thus merge into one collaborative, dialogical joint process. During this interactive process, every actor involved can directly and actively influence the value-in-use that emerges for the other actor (or actors). This collaborative, dialogical joint process then becomes a platform for reciprocal co-creation of value. What takes place on the interaction platform may influence how value is realised, or value fulfilment, for one or all actors – provided they are prepared to and effectively make use of the value co-creation opportunity.
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Direct interaction need not be a joint collaborative, dialogical process with two persons though; it also can be a direct interaction between one actor (e.g. customer) and an intelligent non-human resource. For example, interactions with a system that can intelligently register the actions or speech of a person and respond to it form a joint dialogical process together with the person, as well as a platform for value co-creation. Both parties learn and immediately react on the basis of the lessons. Such interactions are also direct interactions. Most non-human resources, such as products and various types of systems, do not possess intelligent properties in this sense. For example, physical products or IT-based systems that respond in a standardised way to user actions do not meet the  criteria of intelligent non-human resources. The customer still interacts with the firm, through the use of products or resources, but the interactions do not provide a value co-creation platform. These indirect interactions with a firm or a service provider involve resources, including non-intelligent products and systems, that the service provider offers to the customer as a source of potential value-in-use. Whether value-in-use is created or emerges by the use of such resources depends on the actions of the customer alone. This value creation can be characterised as a customer’s independent value creation.
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Only direct interactions enable co-creation between the actors, such as a service provider and a customer, and form a platform for value co-creation. In the total value generation process, the development and provision of products and other resources by a firm, which enable indirect interactions only, are part of the provider sphere, which is closed to the customer (and other actors). Similarly, the resource integration actions of a customer, involving only indirect interactions with the firm, is closed to the firm."

Acerca do valor e da sua criação

Um artigo, "The service revolution and its marketing implications: Service logic vs service-dominant logic", de Christian Grönroos e Johanna Gummerus, muito bem escrito, dá gosto ler.

"we offer five notes on value and value creation. First, both SDL and SL use the expression “value creation”, even though value is not always, and perhaps is even infrequently, instrumentally created. Value can just emerge from a resource integration process; as suggested by the customer-dominant logic, such emergence even could be the normal case. In the SL and for this paper, the expression “value creation” refers to this phenomenon, without any assumptions about whether value-in-use emerges or is instrumentally created. Second, use – not context, experience or interaction – is the key qualifier of the value-in-use notion, so SL adopts the term value-in-use, without disguising this key qualifier. Naturally, value-in-use depends on, for example, the social and physical context in which usage takes place. If the context changes, so should the level of value-in-use. Third, value-in-use does not exist at a singular point in time, as value-in-exchange does, but rather evolves over time in a cumulative process during usage. This cumulative process may include destructive phases, in which value accumulation takes negative turns. Then value can be both positively created and destroyed. Fourth, use can take many forms, not just as a matter of physical use. For example, mental use occurs when a person dreams about a holiday trip in the near future or remembers the trip while looking at pictures afterward. Use also might be mere possession, such as when a person feels content knowing he or she owns a luxury car or a famous painting. Fifth, value for the customer and value for the firm are two sides of the same coin, so firms and customers reciprocally influence each other’s value creation. Not only does the firm function as a service provider, but the customer may provide the firm with actionable information about how to develop its resource base and systems, in which case the customer functions as service provider, with the firm as a user and value creator.
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The service provider then serves as a creator of potential value-in-use and facilitator of real value-in-use. From a customer perspective, potential value-in-use is not real value yet; there is no difference between potential value-in-use and value-in-exchange. When a customer pays for a resource, the act manifests value-in-exchange, but there is still no realised value or value-in-use for the customer. In contrast, for the firm, manifested value-in-exchange is real value."

Continua.

Valor vs Produção ou Facilitação

Vale a pena ler "Adopting a service business logic in relational business-to-business marketing: value creation, interaction and joint value co-creation" de Christian Gronroos.
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Este esquema parece-me bem conseguido para mostrar o que está em causa quando se fala de valor:

"Production and value creation are not the same thing. In production processes the distribution mechanisms (goods and service processes) for service that render value for customers are produced. Value creation, on the other hand, takes place in the customers’ value-generating processes where goods and services are used. There value is created out of these distribution mechanisms. The customers are in charge of their value creation. What suppliers can do is, first of all and fundamentally, to provide their customers with such goods and services that they can use in a value-creating way. As suppliers in this way facilitate value creation, this can be labelled value facilitation.
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However, as production and usage, or in more general terms the supplier’s and its customer’s processes, are partly simultaneously occurring processes, interactions between suppliers and their customers occur. As part of such interactions customers’ co-producing opportunities exist. From a production point of view, where the supplier is in charge of the process, customers engage themselves with the supplier’s production process.
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However, looking at the interactions from a value creation perspective the situation changes. In value creation the user is in charge, and hence it is the supplier that is invited to engage itself with the customer’s work, or usage and value-generating processes, in order to support how value fulfilment is occurring in those processes. This view also describes a truly outside-in approach and is in accordance with the marketing concept.
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The supplier’s involvement in its customers’ usage processes during interactions with the customers opens up additional opportunities for suppliers to influence value creation and customers’ value fulfilment. During the interactions the supplier can directly work with the customers and actively influence the flow and outcome of their value-generating processes.
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Because according to the value-in-use notion customers create value, the supplier is not a value creator or the value creator. However, during interactions with users in addition to its role as value facilitator, the supplier becomes a co-creator of value as well. ... customers produce value for themselves independently, but suppliers may offer assistance. Co-creation opportunities that suppliers have are strategic options for creating value. As these interactions are dialogical situations, where both parties are active in a learning process and influence each others perceptions and actions, it is in fact a matter of joint value co-creation in which both are engaged."