Why a Corrupted Service Covenant Has Made Customers Wired and Dangerous

Chip R. Bell, John R. Patterson

June 08, 2011

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"Progress requires change. And, change provokes resistance. However, customers do not necessarily resist change itself. They accept change when they get a vote; they embrace change when they can participate. They resist the perception or prediction of being controlled or coerced without their involvement. Migrating customers toward self-service, for example, can bring an array of time-saving benefits to everyone—service provider and service receiver. But the manner in which that migration typically occurs—without influence from customers—can be viewed as devaluing the co-creator, thus adding another spark to the flame of their opposition. Today's customers are already picky (all about value), fickle (reluctant to show loyalty), vocal (quick to comment on poor or indifferent service) and vain (only interested in tailor-made offerings). Armed with a computer and a network, the new normal customer becomes wired and dangerous if frustrated."

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