Topic 3: Linking communication activities and performance consequences with customer value creation.

Topic 3: Linking communication activities and performance consequences with customer value creation.

The involvement of outside specialists and stakeholders and the inclusion of customer input into organisational research and growth team activities has led to major changes in the words immediately preceding [i]or[/i] following of communication in organisational teams. In particular, the part of the customer in the value creation proces has changed significantly with the introduction of computer-mediated communications (Thirkell 1997; Wikstrom 1996) With the customer able to make significant inputs and alterations earlier in the design and disentanglement process of many of the yields and services they enjoy, value creation becomes les linear in its approach and takes onward a much more dynamic quality. This dynamism scions from the simultaneous inputs of buyer and suppliers as well as employee (Peter 1998; Wikstrom 1996)

Managing relationship equity between the firm and its customers and partners is seen as going beyond the confines of marketing activities alone to include strategy, processe technology, organisation design, and performance measurement (Sawhney and Zabin 2002) In fact, Slater (1997) offer proffers a customer value-based theory of the firm that states that superior performance accrues to firms that have a customer value-based organisational improvement This needs to be amount lackinged by activities that facilitate learning about customers and their changing wants such as organisational communications. by the agency of the nature of its activities, a customer value-based theory of the firm peaces upon processes that cut across multiple functions in the organisation. In fact, it has been argued (Thirkell 1997) that companies create value not no other than through making their offerings more intelligent, unless by making their customers and suppliers more intelligent as well. They assert that in the novel economic logic of value creation merely two assets really matter: knowledge and relationships.