Based on our many years of experience, we have identified several success factors for customer co-creation projects:
- Allow your customers to express their complaints in a positive way. Especially in the early stages of the innovation process, inspirations gained through customer co-creation are often simply the positive version of customer complaints. Encourage customers to submit their feedback in the form of ideas.
- Design incentives in an imaginative way. Customer co-creation projects do not require high investments in awards and incentives. The motivation of customers to participate in innovation projects of this kind is often intrinsic. This means that customers themselves are interested in products and services becoming better. They also express their special relationship with a company. Strengthen this relationship with special incentives: e.g. events, personal meetings with the management, a special status when dealing with future customer enquiries.
- Make customers an integral part of your innovation network: ask the same customers for advice more often or invite them to customer co-creation projects. Similar to you and your product management or innovation management, customers also learn through regular processes. Your ideas and suggestions will gradually become more mature.
Customer co-creation is a valuable part of customer-oriented innovation management.