INVOLVEMENT OF CUSTOMER VALUE CHAIN TO IMPROVE CUSTOMER SATISFACTION

ABSTRACT
Traditional marketing strategy assumes that the customer involving products or services at the end of their value chain as finished market offerings. This article challenges managers to invite target customers to be involved in all stages of the value chain. specific purpose of customer engagement model-value chain (CVCI) is to enhance customer relationship management in relation to supply chain management, employee relationship management) and partner relationship management retailers. There are definite advantages to CVCI because it can provide continuous customer feedback and enable quality assessment and a more objective assessment, and can increase customer satisfaction and foster loyalty for life as a positive direction. That's why CVCI important managerial implications are discussed.


WHAT IS THE VALUE CHAIN?
Basically, every person, process, product or brand that adds value (tangible or intangible) of a product or service value chain. Parties usually add value to products, services, either new or old, is a senior and junior executives, creditors and shareholders, engineers and employees, suppliers and consultants, customers, marketers and channel partners.
While the processes involved in the value chain processes and products based on the evolution of technology, insourcing and outsourcing, can alter the domestic and international trade policies and market forces including competition, government regulations and environmental imperatives. Products that have a value-added is the capital, material supply, discovery and innovation, technology and licensing, physical infrastructure, communications architecture, the inbound and outbound logistics control products, and related assets for the company. All processes and products must generate and supply of technology assets for companies that bind them and the value chain and which, in turn, determine the company's competitive advantage.

WHAT IS CUSTOMER VALUE CHAIN INVOLVEMENT?
Understanding the value chain in CVCI concept implies that the target customers of a company may be exposed to the company value chain, whether it is the people affected by the process, products, brands and their network relationships. During this involvement adds value to customers and to corporate manufacturers. Added value to customers is more than a new product that is useful and convenient. Added value for producers is the interaction and customer participation, active feedback, and positive loyalty.
Examples of customer engagement at the end of production is self charging motor vehicle fuel in many countries.

INVOLVEMENT OF CUSTOMER VALUE CHAIN
Traditionally, value chain study began with a review of assets and capabilities, and ends with customer requirements. Given the customer focus customer value goals, desires, needs and desires should take precedence and the company must comply. There are several models that can carry a match between company and customers. We present a unique model to invite the involvement of customers in the value chain process of a new product or service. This model can also be applied to the development and marketing of old products. We identified four areas of the firm: (CRM), supply chain management (SCM), employee relationship management (ERM) and channel partners relationship management (PRM). As a model of customer value chain involvement (CVCI) we emphasize the CRM opportunities and activities related to the SCM, ERM and PRM when each is applied to all stages of the value chain of new product development process.

CUSTOMER INVOLVEMENT IN NEW PRODUCT DEVELOPMENT CONCEPT
Companies should involve customers in the process of creating a new product and concept development in the interaction with suppliers (SCM), engineers and skilled employees (ERM) and with distributors and retailers (PRM). A new product idea is that every thought, opportunities, direction, plan or program that has the potential for new products or services. certain patterns called templates can be identified, verified, and applied learning in new product ideating. Template is a generalized pattern replicated all variables and products (Goldenberg et al.1999). A common template is a dependency between two or more variables pemasaran.Memperkenalkan step function between price and delivery time to create dependency. dependence of the same templates used in other examples: In some 7-Eleven stores, customers receive a dollar if the cashier failed to produce a receipt. Currently, McDonald's is the pre-Other testing depends on the cashier smiled while the customer is being served. If the cashier failed to smile, customers are entitled to free gifts such as French fries. All these cases involve CVCI, although the involvement of inactive customers. Finding dependency between two previously unrelated product attributes can actually create a new product. Example: Hungry Jack's syrup bottles are designed for microwave oven use; labels made heat sensitive and changes color to achieve a certain temperature, thereby, inform the user that the syrup is ready. The same can be seen in the case of pizza in a relationship with temperature in the shipping price. This assumes that the temperature of the pizza on an important delivery for consumers. We argue that the dependence ideation enriched if the company will actively invite CVCI. Target customers can be invited to find new dependencies for new product ideation in relation to suppliers, engineers, employees and retail partners. Problem-based new product ideation involves many steps:
determine who want to develop products with new ideas;
gather problems from various sources: internal, external, suppliers, wholesalers, customers, engineers, heavy users, light users, nonusers, and new users;
identify problems, analyze, and sort ranking problem based on the seriousness of the problem, the frequency of the problem and the "index disturbing"

CUSTOMER INVOLVEMENT IN NEW PRODUCT CONCEPT, PROTOTYPE, DESIGN AND DEVELOPMENT
The concept of different products from new product ideas. Given the new ideas, concepts are approximate description of technology, working principles, and form the product takes. This is a brief description of how the product will meet customer needs. The concept is basically a generation process begins with a set of customer needs, specification of the target and results in a set of new product concepts from the product development team will make the final selection.
A new product design involves three components or phases (Bloch, 1995): form, technology and needs. Product specific form is the number of elements are selected and blended into the overall design team to achieve a specific sensory effects. Technology is the knowledge, materials and machines that support the achievement of objectives. All three elements (form, technology and necessary) to give birth of a new product concept design prototype, which guarantees the arrival of customers. For example, Whirlpool customers closely involved with employees about the design development. Customers are actively involved in designing Dell's personal computer configuration. and Microsoft who regularly test its software with the consumer advice how to enter the entrance.

CUSTOMER INVOLVEMENT IN THE FIELD OF MANUFACTURING AND adjustment
Involve customers with production units. For example, Dell allows customers to choose specific suppliers (eg Intel versus AMD, HP versus Nextel) for various combinations of components (Holweg and Pil, 2001). ketelambatan in the value chain enables the company to respond more quickly to govern individual and to stabilize their production schedules. For example, Hewlett-Packard printer assembly first build a standard printer and delaying the addition of leading power and manual depending on the customer-specifications (eg watts of power, the language for the manual). It is necessary for employees and customers involved in the process of quality assurance. One way to do this is that every employee should be responsible for ensuring customers have an exceptional experience in the organization. Assignment of this responsibility increases the probability that the customer together with the employees will improve quality. Namely, as employees become more aware of the customer and understand how they respond, the employee will be better able to discover ways that organizations can enhance customer relationships.

CUSTOMER-VALUE CHAIN INVOLVEMENT IN PRODUCT bundling
Bundling is the sale of one or more separate products in one package. This strategy is pervasive in today's market, especially in the, car, trip computer, insurance, and entertainment-electronics industry. The term "separate" implies that the product or service can be sold separately, have separate markets, and assuming that at least some buyers will want to buy separately. For example, bundling of banking and insurance merger of two separate products because they can also be purchased separately. Two distinguished on bundling strategy (Stremersch and Tellis, 2002): Price Bundling is defined as a separate sale of products / services in one discounted package. Product Bundling is defined as the sale of two or more products / services into one integrated and sold with a price. This product can be regarded as having an integrated structure. This bundle integrates different functions of products bundled into a single product packaging.

DISCUSSION AND MANAGERIAL IMPLICATIONS
Product believe that they create value with product variations, in turn, causes the product-centric innovation. While creating a variety of products easier today, to compete effectively for the values through a variety of products are not. The value will increasingly be co-opted and co-created with customers, and innovation should be focused on their experience of co-creation (Prahalad and Ramaswamy, 2000). In any case, it is the customer who forged and legitimized the growing identity of the company and give them meaning as global and national brands in the Internet Economy.

EBAY: THE CASE OF GOOD CVCI
Pierre Omidyar, the young engineer who founded eBay in his apartment in 1995 and built a $ 4.6 billion fortune, working on the premise that the Internet is the perfect device for the second most important form of human convergence,
meeting of buyers and sellers (Adler, 2002). The eBay marketplace, eBay has established ongoing feedback system, which encourages and buyer-seller collect opinions and suggestions and bring them better. eBay allows the customer engagement with other customers, with suppliers, with distributors, managers and marketers on / 7 base 24. It has implemented an online sales and support capabilities that allow live 24 / 7 interaction to provide a fast response to business customers. In addition, since everything that transpires on eBay are recorded, and most are common, this site is a gold mine of data in the midst of the diversity of American tastes and busy community.

CUSTOMER VALUE CHAIN INVOLVEMENT activated via INTERNET
So far, investment in CRM has done just one thing, they've pulled it all together into one database and serve every customer from the database. This hardly gives one a competitive advantage because everyone can sort and operation of the same database. Many companies are creating a unique database for the customer's unique event, context, time and depending on location, and then they serve their customers of this unique and continuously updated database. This is where consumers can build relationships and create a unique experience with these companies.
Companies that work with customers to provide unique experiences CVCI-based products and services will enjoy a sustainable competitive advantage. This creates an experience of satisfaction. The greater involvement of customers, the greater the potential for co-creating satisfying experiences for customers eternal. The same reason applies to the SCM and ERM.

BEYOND CUSTOMER SATISFACTION
Customer satisfaction is an elusive concept. In general, satisfaction is defined as a response to the evaluation of the perceived discrepancy between prior expectations and actual performance of the product afterwards. (Tse and Wilton, 1988, p. 204). Paradigm of consumer satisfaction is currently being challenged (eg Fournier and Mick, 1999; Jones and Sasser, 1995; Lemon et al 2002.,; Spreng et al;., 1996 Schneider and Bowden, 1999). For example, if consumers initially have low expectations, then they can easily be met by the service mediocre if not poor performance. That is, this theory predicts that consumers who expect and accept poor performance will be satisfied. Also, the CS paradigm assumes that consumers compare their past (the product or service. In short, consumers, today, looking for more of your products or services, or even a brand or company to meet them, they want an engagement, experience, a joy and in the number of They want customers happy (Keiningham et al;., 1999 Keiningham and Vavra, 2002; Schneider and Bowden, 1999)
Customers happy, in turn, will keep customers and their families, lifelong loyalty to the company and all the market supply (Oliver, 1999; Oliver et al 1997.,) And produce a positive product flow direction.

CLOSING
CVCI relevant in our world is very informative, intelligent, perceptive, but the cooperative to customer demands. CVCI work as we see from the example of some companies has been presented. CVCI provide product-service differentiation by participation, improvement, customization and cost-reduction (Song and Adams, 1993). We have described CVCI value in terms of new product development. The same reasons can easily be extended to upgrade the old product, retro new branding of products and / or to distinguish and reposition the company's entire product line. Successful new products or services does not only happen - they should be managed. Creation of customer-centered organization requires that the management process brings exceptional customer engagement (Jones, 2000). Increasingly involve target customers in the entire value chain will make customers feel and believe that new reality, that they are the main focus of the organization. The tools and strategies CVCI is not an empty slogan or a feel-good ads amorphous, they are rooted in human behavior around the engagement, commitment, satisfaction and joy. The CVCI models provide something that is comprehensive and challenging approach to the organization centered on creating and maintaining customer - therefore, creates a real competitive advantage.