From Chip Bell and John Patterson on ChangeThis: Progress requires change. And, change provokes resis­tance. However, customers do not neces­sarily resist change itself. They accept change when they get a vote; they embrace change when they can partic­i­pate. They resist the percep­tion or predic­tion of being controlled or coerced without their involve­ment.

Migrating customers toward self-service, for example, can bring an array of time-saving bene­fits to everyone—service provider and service receiver. But the manner in which that migra­tion typi­cally occurs—without influ­ence from customers—can be viewed as devaluing the co-creator, thus adding another spark to the flame of their oppo­si­tion. Today’s customers are already picky (all about value), fickle (reluc­tant to show loyalty), vocal (quick to comment on poor or indif­ferent service) and vain (only inter­ested in tailor-made offer­ings). Armed with a computer and a network, the new normal customer becomes wired and dangerous if frus­trated. · Go to Why a corrupted service covenant has made customers wired and dangerous →