Truth
In marketing and management literature, the space in time when a customer and provider of a product meet is often called the service encounter. This encounter in the world of cars forced BMW to take servicing back into the fold. Desperate to get back an interaction that was far from Ultimate. And it contributed massively to Apple and Nike forming stores that were all encompassing controllable experiences.
With the service encounter increasingly front of mind for us, and in the past viewed as out of our remit, we seem to be spending a load of time understanding the many forms that interaction takes. The insight is being derived from mock-up consultations, anthropology style participant observation, even the more traditional scenarios and advisory boards.
With this geography now within the marketeers remit, it seems ever expanding. Interaction mapping within healthcare is loads more complicated especially in chronic disease treatments. Which prove a minefield of sub optimal interactions interrupting the brand experience.
It all proving interesting stuff. Expert/HCP marketing as an extension of consumer strategy – whatever next!
