Co-Customer

A Co-Customer is an agent that uses the enterprise’s product jointly with the customer.

An enterprise has co-customers when two different Economic Systems jointly use its product to interact — what the book calls a dual event, involving the flow of a product, payment, or information between them. The clearest example is eBay: the buyer and the seller both use eBay’s platform as a subject resource at the same time — the buyer procuring, the seller selling — and eBay’s business model depends on both groups using the product together. That’s different from an enterprise whose customers each use the product independently: an online research database, for instance, has many customers reading the same papers without ever interacting with one another. Only when two agents genuinely need each other, through the enterprise’s product, is it a co-customer situation rather than just a large customer base.

The book identifies the pattern recurring across several business models with the same underlying shape: brokers connecting a buyer and seller, social platforms connecting senders and receivers of information, credit card networks connecting issuing and acquiring banks, and transportation firms connecting senders and recipients of a shipment. In every case, the enterprise is doing one of three things — bringing two agents together to transact, transferring a resource between them, or providing a product the two agents use to connect themselves.

Not every apparent pairing counts. Two different types of customers using the same product in the same way — consumers and businesses both driving cars from the same manufacturer — aren’t co-customers, because they’re not interacting through the product. Nor are advertisers and readers of an ad-supported publication, since the publication is producing two distinct products (ad space and content), not one product two agents jointly use.

See also: Co-Customer Relationship Types · Customer of Customer · The Three Types of Intermediary

Part of Reading the Enterprise Barcode, course 4 of 7 in the Locus Theory series. For the full term-by-term specification, see the Lexicon.

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