CO-CREATION OF VALUE IN PRACTICAL TERMS

The last scene in this video fascinated me—the performer and, by extension, the inn, truly caught my attention. The singer is a music producer and live band performer from Tanzania named Seif Kisauji Salim. I'm not sure whether he was invited to perform at the hotel or if he owns it. Either way, the hotel has positioned itself favourably in the minds of its guests and potential customers watching the video.

What you just saw is a perfect example of co-creation of value.  

When you involve your customer or client in the process leading to the service they want to receive or enjoy, you’re giving them the impression that you care about their satisfaction just as much as your profitability. Never allow potential customers to become suspicious of your intentions. Let them see your genuine involvement in meeting their expectations by co-creating a service that is customized or nearly customized for them.

Just like many of the guests in the video would likely want to make a repeat visit, your customers will not only return for future patronage—they will do so with pleasure. Remember, most times, it’s not the steak that draws attention; it’s the sizzle.

The takeaways from this story are:

- Create nostalgic moments around your product or service—something that keeps reminding the customer of your offering.

- Give your customers the opportunity to provide feedback. Let them share their objective opinions about your product or service.

- Thank them for the feedback, whether it’s positive or negative.

- Follow up when you’ve made changes based on their input, or give sincere feedback if the requested service isn’t achievable.

Have you experienced co-creation of value in your business? Feel free to share in the comments.

Brendan B. Michael

Writer, Author, Publisher and Business Strategist.

#CocreationOfValue #CustomerSatisfaction #CustomerFeedback #SellTheSizzle