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Building brands together helsinki final

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A talk I gave to a conference on service design in Finland that focuses on service co-creation principles

A talk I gave to a conference on service design in Finland that focuses on service co-creation principles

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  • Thanks....So this session is billed in the programme as “the creative consumer”. That’s dead right in one sense and not quite right in anotherIt’s right in the sense that we think consumers can be creative (except maybe for a lady called Kimberley I met last week...!)It’s less right in the sense that the creative consumer suggests a subset of consumers, an elite or special groupWe work with consumers all the time and our mission is to help them (and our clients, especially our clients) be more creative. That means working in certain ways, certain spaces and with certain rules and constraints that we don’t think are the norm, particularly in market research, but more broadly any of the interactions organisations have with their customers. And there’s one story that we’ve found to be the most helpful in explaining what we mean. It’s a story that began in 1865 and that’s been popular ever since. The story of Alice...
  • But Alice is preoccupied and hampered by what’s possible. She hasn’t yet learned the art of the impossible, as this quote shows.But thinking the impossible’s the best way of creating the new possible. So let’s learn from Alice’s adventuresLet’s teach ourselves to think more impossible thoughtsLet’s build our own co-creation wonderlands
  • In my first section I want to make a simple point: CO-CREATION IS NOT A NEW PHENOMENONBut it’s clothing may be…
  • In my first section I want to make a simple point: CO-CREATION IS NOT A NEW PHENOMENONBut it’s clothing may be…
  • In my first section I want to make a simple point: CO-CREATION IS NOT A NEW PHENOMENONBut it’s clothing may be…
  • Transcript

    • 1. Building brands together: the practiceof co-creationDr Nick Coates | @nickcoatesMarch 2013
    • 2. The Consumer Collaboration AgencySpecialising in harnessing the power of consumers to drive business growth Look and feel of section is schizophreni c
    • 3. Our difference co-creationCreating value for brands by bringing together consumers, staff and stakeholders to develop winning ideas, insights and strategies
    • 4. Involving customersAlice in Wonderland
    • 5. Involving customersAlService in Wonderland
    • 6. “There’s no use trying”, said Alice, “one can’t believe impossible things”Doing service co-creation | slide 6
    • 7. “I daresay you havent had much practice”, said theQueen. "When I was your age, I always did it for half-an-hour a day. Why, sometimes Ive believed as many as six impossible things before breakfast.
    • 8. WonderlandA place where customer creativity is possible
    • 9. WonderlandA place where customer creativity is possibleSELF-BELIEFGroup creativity:Invent your owngame in 3 minutes
    • 10. WonderlandA place where customer creativity is possibleDISINHIBITIONTantrums: ‘clearingthe past’, breakingboundaries, andexploring taboos
    • 11. WonderlandA place where customer creativity is possibleFANTASYArt from Within:Exploring hopesand dreams
    • 12. Big Talk Collaboration communities 2 day microcosm for platforms for harnessingreinventing the status quo customer creativity Live / dramatic / physical Mainly asynchronous Great for ideation Iterative, great for optimisation Breakthrough zone 24/7 access, globally Stakeholder engagement Social glue
    • 13. Service co-creationA tale of burgers, luxury hotels andmobile phones…
    • 14. 3 simple lessonsFocus on the real painListen for possibilityYes and, not yes but
    • 15. BurgersCo-creating the McDonald’s family restaurant
    • 16. The conventional logic: burger 2.0
    • 17. The real issue: family nightmares!
    • 18. The solution: family-oriented restaurants
    • 19. Luxury hotels…Co-creating 5* check-in
    • 20. Exploring customer journeys
    • 21. The solution: check in your way
    • 22. Mobile phones…Co-creating legendary service propositions
    • 23. The problem: undifferentiated, poor service
    • 24. Letting customers build the solution
    • 25. The solution: clone your phone
    • 26. Thank you!Dr Nick Coates | Consultancy Director Promise Communispacencoates@promisecorp.com 76-80 Whitfield Street London W1T 4EZ 020 7082 1747