A new kind of solicitude: Co-creation with customers

We delve into the rise of customer co-creation and how it’s transforming innovation at brands

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.

Register or Login to continue

This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CMO, Computerworld, IDG Education, IDG Government, and IDG Health.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

The evolving role of the CMO

They say that “change is the only constant”. It’s fair to say that in the 20 years I’ve been in marketing positions, the role of the CMO has changed completely.

Tim Tez

Chief product and marketing officer, MetLife

Transform your marketing analytics to outperform your competition

As digital and offline brand experiences diversify, more customer data is becoming available to marketers. At the same time, the number of tools available to analyse this data is increasing rapidly. Leading marketers are taking advantages of these shifts and transforming their marketing analytics practices to outperform their competitors.

What CMOs get wrong with content marketing

Content marketing: It’s everywhere you look, and it’s a proven component of an effective marketing strategy. And yet more than half of all marketing professionals struggle with a lack of internal content creation resources.

Aaron Agius

Co-founder and managing director, Louder Online

I have consistently the worst customer experiences from AUSPOST. I regularly send packages and letters via registered post service, and t...

Winnifred Antoinette Mok

Aus Post's customer chief: CX is about convenience, control and choice

Read more

Such a great new you've shared with us I really agree with the records you shared as this is true that this report may able to quantify t...

Lucy Eva

Report: Mobile app time dominates Australian smartphone usage

Read more

It is heartening to see that the South Pole Group use a Balanced Scorecard to monitor progress. In such a complex area where communicatio...

Clive Keyte

How South Pole Group is tapping media intelligence for customer conversion

Read more

Having had the pleasure of working with Kim, she has one of the strongest strategic minds I have ever come across. She has the ability to...

Anonymous

Helloworld scraps CMO role

Read more

This is what happens when dealing with 3rd party technology, get technology inhale and never weary about this anymore .

KyleThomas

Criteo and Steelhouse legal spat escalates

Read more

Latest Podcast

More podcasts

Sign in