The Customer’s job: helping himself:In many cases the organization may decide to Increase the level if customer involvement in service /delivery through Active participation. In such situations the customer becomes a productive resource, performing aspects of the service heretofore performed by employees or others. Many of the examples presented in this chapter are Illustration of customers “helping themselves” (e.g. IKEA of Sweden, Charles Schwab, Kaiser Permanente, Group Health of Puget sound.)
In each of these Cases, the customer has particular tasks that must be performed to fulfill his or her role. Te result may be increased productivity for the firm and/or increased value, quality & satisfaction for the customer.
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