Key Skills for Crafting Customer Solutions Within an Ecosystem
通过对59个关键客户服务评估的117次深度访谈，研究识别了在客户利益相关者生态系统中打造解决方案所需的关键技能，帮助营销和服务人员更好地理解和设计客户解决方案。
A growing body of marketing and service research analyzes the processes inherent in the creation of customer solutions. This work is increasingly important as vendors and customers alike strive to differentiate themselves from competitors. However, research is often limited because data do not take into consideration the system of the customer’s stakeholders. The present study is an expansive discovery-oriented, theories-in-use inquiry consisting of 117 depth interviews across 59 key account service evaluations. Study results are contextualized within the system of stakeholders involved in the solution development and implementation process termed ecosystem. Working from the understanding that customers consist of sets of interrelated stakeholders, the authors identify key skills for crafting customer solutions within an ecosystem. The findings advance the marketing service field by providing a rich lens by which to conceive of solutions development and implementation, enhancing the ability to understand and design customer solutions.