Customer Co-Creation

Customers can help companies improve new product development by contributing ideas and selecting ideas for possible new offerings. For example, Unilever uses this concept. They have an Open Innovation portal for collecting new ideas from people. There are some steps involved in co-creation, customers must submit contributions, and firms select a few valuable contributions from a larger set. There are types of co-creation:

Firm-led: Submission and tinkering

Customer-led: Co-designing and collaborating.

This customer co-creation is challenging for firms since there are some risks of using this concept. From the contribution step, how many customers are giving attention to a product? Customers have little incentive to spend their time giving ideas to companies. Also, many co-creation efforts fail due to low submissions. From the selection step, customer co-creation is challenging because most submissions are not very useful (too expensive, etc.). Firms must reject customer's submissions and risk creating a bad will with highly engaged customers.

How to motivate customers to join a customer co-creation? There are two things firms can offer: Social recognition or Financial reward. But in this case, financial reward is usually more effective than just social recognition. Then, how to solve the firm's problem when rejecting the customer's submission? Firms can form a community to vote for the best idea. This way can minimalize risk and keep the relation with customers.

Customer co-creation: Contributions made by customers that assist a firm in the design development of a new product offering.

picture: https://www.pexels.com/

References: Marketing in Digital Worlds ( Illinois Gies College of Business through Coursera)

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