An artificial term that also entered the financial language after 2000, formed from “producer” and “consumer” (the term is said to be coined by the futurologist Alvin Toffler in 1980). In this case, it is intended to express the fact that the customer of a bank no longer allows himself to be served only by the staff, but at least partially participates himself in the production of a service. This type of division of labor is also known as prosuming. An example of this is the automatic teller machines from which customers can have statements printed out or withdraw cash around the clock. The processing of bank transfers by the customer through access to a platform provided by the institution via the home computer, which is widely used today, also makes the customer a “co-producer” of this service.
Performance. – Prosuming freed up resources at the banks, especially in the front office.
Office area. Of course, the institutions also had to invest in the corresponding IT infrastructure. In addition, ongoing costs are incurred to ensure that prosuming runs smoothly and to the satisfaction of customers. Within the banks, prosuming has given rise to a whole new form of competition. This occurs in the ever-improving provision of the most user-friendly equipment and platforms possible, as well as in the service lines for those customers seeking guidance on how to use them. Poorly maintained machines and platforms, as well as faulty software, have been shown to cause customers to migrate very quickly to competing companies. – See accessibility, statement, bank, bank density, ease of use, call center, container banking, customasing, remote access, cash (dispensing) machine, well-managed, home banking, hotliner, infrastructure providing, account balance inquiry, moonlight banking, remote banking, customer service, service line, safer traffic, sofa banking, skimming, telebanking,
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University Professor Dr. Gerhard Merk, Dipl.rer.pol., Dipl.rer.oec.
Professor Dr. Eckehard Krah, Dipl.rer.pol.
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