What is co-creation?

Since the rise of social media it is easier for companies to get in touch with their customers/consumers to listen to their needs and wishes. Co-creation is a relatively new and very effective way to develop and sell new products and services.

Co-creation

More and more companies are starting to develop an interest in co-creation. Companies used to develop products and services of which they thought there was a need for; nowadays they turn their attention to the customers and are addressing their knowledge in the creation of products and services. Since the actual customer was involved in the development of a product or service it is more likely to be sold. There are numerous examples of co-creation in practise; four Dutch examples will be mentioned here:

Pickwick

On the Dutch social media platform Hyves, similar to Facebook, it is possible to join your favourite hyve. Much like a bee-hyve this social platform allows people in Holland to link to each other online. This way thousands of people joined the so-called Pickwick-hyve. The company behind Pickwick started this to invite fans of their brand to help them develop a brand new tea. Together they came up with the “Dutch Tea Blend”.  Pickwick expanded their use of co-creation and started to organize Pickwick tea panel days. Of which they will derive even more products that one-day will be displayed in the supermarkets.

Hi by KPN

Pretty much everybody in Holland knows the famous tune by a Dutch telecom provider: “Welkom bij Hi society”, which is Dutch for: Welcome to Hi Society. Hi connects their customers in a smart way by creating a ‘society’. The customers can become a member of this society online. This way they can influence the products and services of Hi. But Hi took it even further. Customers have a major role in Hi’s commercials. They had their society select 5 of the most popular members to play a role in the company’s commercial and have their faces on Billboards. Check it out on www.hi.nl/hisociety.

Menzis

The Dutch health insurer Menzis wanted to know the experiences of their customers concerning health care. They created an online forum, www.teamtopzorg.nl, which stands for their online team to ensure the best care. Menzis requests its customers to join this forum, share their experiences and to participate in online brainstorms. By having this dialogue with their customers, employees of Menzis try to generate ideas as input to new products and services. One of the first results was a new name for the company. Menzis Zorgmakelaar, which stands for Menzis Healthcare agent, was changed into Menzis Zorgadviseur, which is something like Health care advisor.

Zwitsal

Zwitsal, the producer of skin products especially designed for the fragile babyskin, decided to use Hyves as part of their co-creation strategy too. Thousands of women joined their hyve. The typical sent of their products is perceived as delicious by many. On the Zwitsal hyve the idea to make Zwitsal eau de toilette for ladies was created. The final product called “Eau de Zwitsal” probably never entered the market if it weren’t for the Zwitsal hyve.

Conclusion

Organisations that keep developing their products and services in a traditional way seem to be missing out. Social media are providing companies the opportunity to get in touch with their customers. Through existing social media like: Hyves, Facebook or Twitter. And also by developing platforms for customers to share their needs and wishes. Why keep trying to imagine what your customers need when you have the opportunity to ask them directly?

Sources: www.todio.nl