We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.
Your customers will have the ultimate say in the future of your products and services when they decide whether or not to buy them. So why wait until the last minute to involve them in the design process?
The desire to engage customers earlier and more intimately in product and service creation is one of the hottest trends in marketing today. It has given rise to the concept of co-creation, where customer feedback is solicited right from the beginning to create outcomes that are more meaningful for customers.
According to the UK-based customer insight expert, Ray Poynter, at the heart of the co-creation concept are two realisations: Firstly, that there are more smart people outside an organisation than inside; and secondly, that all of the easy stuff companies used to differentiate on has been done before.
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