CREATE VALUE BY THE INTERACTION BETWEEN COMPANY AND CUSTOMER

Customer participation in the process of service delivery is key to generating value both for the company and customers. For this reason, all the moments of interaction between company and customers are particularly critical, and its management requires an upstream well-defined strategic plan which must be shared within the organization. The interaction is when the customer is physically present in the structure but also at different times using Internet and, in general, Web 2.0 solutions. In this way customers can dialogue with the firm before and after having used the service and can maintain a relationship that helps strengthen the confidence relationship between company and customers. The above seems to be particularly felt in case of offers with a high content of "quality experience". The work examines moments of interaction between company and customers and the upstream process that the company must perform previously so that the interaction is considered valuable by the customer. The final section provides a case study.