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You cannot market an experience

C. K. Prahalad, speaking at European Customer Management World in London last week:

“You cannot market an experience. You co-create it. It’s contextual and depends on who you are with.

Customer-centricity does NOT mean the firm becomes more customer oriented. It means the consumer becomes part of the unit of analysis, becomes part of the value creation.

When we talk about CRM, what is the assumption we make? That WE can manage the relationship, that the consumer is passive and a recipient. When you buy CRM systems from Siebel or someone, this is the dominant frame you are working within.

Ubiquitous connectivity means 3 billion people are now talking to each other. Are we adjusting to that? Or are you trying to control or block bloggers?

People are going to participate in your value creation whether you like it or not.

And, as my mother used to say: ‘Friends may come and go, but enemies just accumulate. “

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