Customer Co-creation – Top Companies

Customer Co-creation – Top  Companies

Customer is the replica of God for any business. Any organisation always works for their base customers. Always keeps in mind what my customer is looking for. Management studies give them a great concept of “Customer Co-creation”.

 What is Customer co-creation?

Aric Rindfleisch and Matt O'Hern define customer co-creation as "a collaborative NPD (new product development) activity in which customers actively contribute and/or select the content of a new product offering" and state that, like all NPD processes, it consist of two steps,contributions)namely contribution (of content) and selection of the best.     

We are “just Pure.. Nothing Else..” so let’s understand this definition in a bit simple form. Co-creation is just participation of customers to the business freely and put their effort for focusing on customer experience and their feedback. Co-creation is a betterment of the product. Study says 50 to 60 % organisation is working on customer Co-creation concept. In the Digital era popularity of the Customer Co-creation is promote their co-creation initiative with the help of various Digital Marketing activities. Inviting customers to co-create their brands can be a major objectives of the Marketing team of these companies. The Act of getting the new practices delivered to the target audience is the objective of the marketing team of any organisation.

I enlist some of the big brands which are working on Customer co-creation.

1. LEGO-  The name ‘LEGO’ is an abbreviation of the two Danish words “leg godt”, meaning “play well”. It’s our name and it’s our ideal. The LEGO Group was founded in 1932 by Ole Kirk Kristiansen. LEGO Ideas is an online platform where their members can put their cool creativity and submit their own designs for new sets of Lego toys. Fans can vote on submissions and give feedback, if the project gets 10,000 votes then LEGO reviews the idea and set to be created and sold worldwide. The creator earns a percentage of the sales and recognition.

(Photo credit: Lego.com)

2. Unilever -   Unilever is one of the world’s largest consumer goods companies, owning over 400 well-recognized brands with operations in 190 countries and consuming around 2.5 billion products daily. Unilever has started a massive pool of customers from ideas and solutions to world and our business and we want partners to share it. If you have a new product development questions. “We have a vision of a better future for our design or technology that could help us grow our business and solve the Customer co-creation reflects the value of open innovation and solves through challenges we’ve set, we’d like to work with you through Open Innovation."Quoted on Unilever website of Open Innovation tab. Unilever’s approach to customer involvement.

(Photo credit:unilever.com)

3.BMW- BMW is a German automobile, motorcycle and engine manufacturing company founded in 1916. BMW is one automotive brand that has used co-creation to drive innovation. BMW introduced 'Co-Creation Lab' is a virtual community platform created way back in 2010. Now consumers can offer the creation process of vehicles. This contest gave consumers the opportunity their views on designs, submit their own innovative ideas, and involve in process from start to finish and also get a good incentive too.

(Photo credit: bmw.com)

4. Coca-Cola - Coca-Cola history began in 1886, world’s oldest brand but now also working on what actually customers want. Late 2018 Andrea Bracho Poirier, Manager of Commercial Insights for Coca-Cola Southeast Asia. people’s attention. [Co-creation] forces you to push boundaries, to be on the Stated that"consumers are changing, it is very difficult to keep and hold brand also understands the importance of Customer C-creation. lookout for going to mass market faster.” It’s clearly seen that a big and old brands also looking a great capability in customer co- creation.

(Photo credit: coca-cola.com)

There are many more companies who are working on Customer co-creation models. Co-creation proves to be a great step to keep their customer engaged and to gain their participation in brand development. Customer engagement and their feedback will also build greater trust for your brand in their hearts and will create an enthusiasm in them to help their brand build to a new heights. Customers will feel their worth with the company and they would love to be loyal for that brand.