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Co-creation in Services has Strategic Value
Pertti Ollila, Finland
I work for a company in the service business. Only early last year we started to implement CEM (Customer Experience Management) methods. However the recession has hit us extremely hard and the company is fighting for its life now.
We will survive but it will take some time, of course. Luckily we have not ceased development but we are striving for a new strategy for innovation activities. And this is where the co-creation comes to the picture. As to previous experiences, there are some but they cannot really be defined as "co-creation". They have rather been focus group / customer panel type of approaches, in which selected, active customers have had their say for or against a new service and/or its details.
Personally I view co-creation as more of strategic value, also for service industry.
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Explain 'co-creation as More of Strategic Value'?Christian Ehlers, Student (University), Denmark What you describe is more of lead user method approach.
If you begin to adopt to co-creation, then this of cause will have an impact on your strategy. And you might need to co-create your strategy together with your customers.
Could you explain more or give example why you view co-creation more as strategic value? |
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