1. 23.11.2011
Cocriação e inovação colaborativa
Open Innovation Seminar 2011
André Coutinho
acoutinho@symnetics.com.br

2. Onde se cria valor?
1. 2. 3. 4. 5. 6. Clientes B2B Clientes B2C
Planejamento Suprimentos Produção Marketing Vendas Pós-Venda
7. Gestão Financeira
8. Auditoria, Regulamentação e Relações de Governança
| © 2011 Symnetics e Experience Co-Creation Partnership

3. O valor é criado pelas experiências humanas
Pesquisadores Fornecedores Cidadãos Clientes Clientes
independentes, B2B B2C
Designers
1. 2. 3. 4. 5. 6.
Planejamento Suprimentos Produção Marketing Vendas Pós-Venda
7. Gestão Financeira
8. Auditoria, Regulamentação e Relações de Governança
Colaboradores Reguladores
| © 2011 Symnetics e Experience Co-Creation Partnership

4. De forma equivocada, acreditamos que conseguimos
gerenciar as experiências via processos
Cidadãos Clientes
B2B
Fornecedores
Clientes
B2C
Pesquisadores
independentes,
Designers
Reguladores
Colaboradores
| © 2011 Symnetics e Experience Co-Creation Partnership

5. Mas os stakeholders demandam experiências
significativas que sejam provenientes da interação e
não de processos de mão única
Clientes
B2B
Cidadãos
Fornecedores
Clientes
B2C
Pesquisadores
independentes,
Designers
Reguladores
Colaboradores
| © 2011 Symnetics e Experience Co-Creation Partnership

6. Plataformas de engajamento possibilitam as empresas e
os stakeholders a se relacionarem em interações de valor
Clientes
B2B
Cidadãos
Fornecedores
Clientes
B2C
Pesquisadores
independentes,
Designers
Reguladores
Colaboradores
| © 2011 Symnetics e Experience Co-Creation Partnership

7. Plataformas de engajamento ajudam às empresas a
construir e expandir as redes de experiência
Clientes
Cidadãos B2B
Fornecedores
1.
Product
2.
3.
Manufact-
4.
Marketing
5.
6.
Customer
Clientes
Sourcing Sales
Design uring Branding service
B2C
7. Planning, Financial Management
8. Compliance, Regulatory, Government Relations
Pesquisadores
independentes,
Designers Reguladores
Colaboradores
| © 2011 Symnetics e Experience Co-Creation Partnership

8. Engajamento de stakeholders para criação de valor
Stakeholders
Stakeholders
[Internos-Externos]
[External-Internal]
Empresas Clientes
Enterprises
[Privada-Pública-Social] Human Customers
Experiências Funcionários
Employees
Fornecedores
Suppliers
Investidores
Partners
Parceiros
Experiences Investors
Humanas Cidadãos
Citizens
Others outros
Fonte: Venkat Ramaswamy

9. Os princípios da cocriação
Que perguntas os diálogo acesso Como os clientes podem
clientes gostariam de ter acesso às
se fazer durante a informações?
interação?
Que informação deveria ser Transformar la percepción y
transparente para que os clientes comprension sobre la realidad
tivessem suas as respostas? de los varios stakeholders
O que o provedor gostaria que o
cliente deixasse transparente para ele?
transparência Reflexividade
| © 2011 Symnetics e Experience Co-Creation Partnership

10. Stakeholders
[Internos-Externos]
Empresas
[Privada-Pública-Social] Clientes
Experiências Funcionários
Fornecedores
Rede de
Competências Cocriação Investidores
Públicos e
Recursos da
Parceiros Comunidade
Humanas Cidadãos
outros
A cocriação de valor requer Plataformas de
Engajamento baseadas na experiências humanas dos
públicos.
Fonte: Venkat Ramaswamy

11. Tipos de plataformas de
engajamento
The Co-Creation Paradigm
Meaningful
Engagement
[Transparency]
Processes
Crea ve
Engagement Interfaces
•
•
•
•
•
•
•
Strategy Formulation
Shared vision - future search
Strategic scenarios
Business portfolio analysis
Value Proposition
Blue Ocean Strategy
Business Modeling
Business Planning
•
•
•
•
Change Management
Change management plan
Strategy communication
Coaching and leadership
development
Organizational lear ning
Practices
People
Inclusive
Engagement
Ideação e
[Access] •
Strategy Execution
Strategy management model (balanced
scorecard)) •
Innovation
Collaborative design of services,
experiences, new business and new
[Dialogue]
Insights
• Strategic monitoring and learning
strategy
• Alignment of organization, teams and
individuals • Innovation assessment
• Human capital • Redesign of interactions with
clients and other key
• ESM (Executive Strategy
Manager) reporting system
stakeholders
• Strategic project portfolio • Innovation management
• Strategic governance • Business case
• Strategic risk management • Design of collaborative platforms and
• Strategy focused process redesign
social networks
Ar facts
Transforma ve
Engagement
[Reflexivity]

12. | © 2011 Symnetics e Experience Co-Creation Partnership

13. | © 2011 Symnetics e Experience Co-Creation Partnership

14. The Co-Creation Paradigm
Meaningful
Engagement
[Transparency]
Processes
Crea ve Practices
Inclusive
Engagement
Strategy Formulation Change Management
Engagement
• Shared vision - future search
People
• Strategic scenarios • Change management plan
• Business portfolio analysis • Strategy communication
• Value Proposition • Coaching and leadership
• Blue Ocean Strategy development
Interfaces • Business Modeling • Organizational lear ning
• Business Planning
[Access] •
•
•
•
•
•
•
•
•
Strategy E
Human capital
xecution
Strategy management model (balanced
scorecard))
Strategic monitoring and learning
Alignment of organization, teams and
individuals
ESM (Executive Strategy
Manager) reporting system
Strategic project portfolio
Strategic governance
Strategic risk management
Strategy focused process redesign
•
•
•
•
•
•
Innovation
Collaborative design of services,
experiences, new business and new
strategy
Innovation assessment
Redesign of interactions with
clients and other key
stakeholders
Innovation management
Business case
Design of collaborative platforms and
social networks
[Dialogue]
Ar facts
Transforma ve
Engagement
[Reflexivity]
Produtos
e
Serviços

15. Nike+ is an engagement platform which engages runners (and
other stakeholders) through multiple environments that generate a
variety of outcomes of value to participating individuals, through
their running experiences
Run Mapping and
Tracking Sharing Runs
Listening to Music
Challenge & Publishing
Others Playlists for
Running
Nike Running
Clubs and
Running Nike-Sponsored
Resolutions Events
Training with
a Running Running blog
Coach, and discussion
Interacting boards
with a
Running Star
Where Innovation Operates

16. | © 2011 Symnetics e Experience Co-Creation Partnership

17. The Co-Creation Paradigm
Meaningful
Engagement
[Transparency]
Integração Processes
do Crea ve Practices
Inclusive
Engagement
Strategy Formulation Change Management
Ecosistema Engagement
• Shared vision - future search
People
• Strategic scenarios • Change management plan
• Business portfolio analysis • Strategy communication
• Value Proposition • Coaching and leadership
• Blue Ocean Strategy development
Interfaces • Business Modeling • Organizational lear ning
• Business Planning
[Access] •
•
•
•
•
•
•
•
•
Strategy E
Human capital
xecution
Strategy management model (balanced
scorecard))
Strategic monitoring and learning
Alignment of organization, teams and
individuals
ESM (Executive Strategy
Manager) reporting system
Strategic project portfolio
Strategic governance
Strategic risk management
Strategy focused process redesign
•
•
•
•
•
•
Innovation
Collaborative design of services,
experiences, new business and new
strategy
Innovation assessment
Redesign of interactions with
clients and other key
stakeholders
Innovation management
Business case
Design of collaborative platforms and
social networks
[Dialogue]
Ar facts
Transforma ve
Engagement
[Reflexivity]

18. In India, ITC e-Choupal Built an Entire Ecosystem by Co-
Creating with Its Suppliers
ITC e-Choupal Stairway to Heaven
Affordable goods and
services tailored
to the farmer
Affordable inputs
for farming
Better prices 4. Expand retail space
Fairer transactions to provide all kinds of
Farmer Better information on goods and services to
Experience global crop prices 3. Develop the farmer, including
and weather distribution centers insurance and health
providing agricultural care
2. Provide grain
inputs (Choupal
market in neighboring
Saagar)
towns (“hub
1.Build kiosks in
facilities’), competing
villages with a
with “mandi”
ITC e-Choupal sanchalak, providing
Platform coaching with help of
computer (choupal)
| © 2011 Symnetics e Experience Co-Creation Partnership

19. Educação de membros da
comunidade que trabalham com
desenvolvimento matérias-
primas naturais – foco na
sustentabilidade.
| © 2011 Symnetics e Experience Co-Creation Partnership

20. Gestão e processo
decisório
The Co-Creation Paradigm
Meaningful
Engagement
[Transparency]
Processes
Crea ve Practices
Inclusive
Engagement
Strategy Formulation Change Management
Engagement
• Shared vision - future search
People
• Strategic scenarios • Change management plan
• Business portfolio analysis • Strategy communication
• Value Proposition • Coaching and leadership
• Blue Ocean Strategy development
Interfaces • Business Modeling • Organizational lear ning
• Business Planning
[Access] •
•
•
•
•
•
•
•
•
Strategy E
Human capital
xecution
Strategy management model (balanced
scorecard))
Strategic monitoring and learning
Alignment of organization, teams and
individuals
ESM (Executive Strategy
Manager) reporting system
Strategic project portfolio
Strategic governance
Strategic risk management
Strategy focused process redesign
•
•
•
•
•
•
Innovation
Collaborative design of services,
experiences, new business and new
strategy
Innovation assessment
Redesign of interactions with
clients and other key
stakeholders
Innovation management
Business case
Design of collaborative platforms and
social networks
[Dialogue]
Ar facts
Transforma ve
Engagement
[Reflexivity]

21. Co-Creating Social Innovation: Caja Navarra
| © 2011 Symnetics e Experience Co-Creation Partnership

22. Co-Creating Social Innovation: Caja Navarra
Customers choose to use the money they
generate in CAN for needs and people rather
than activities and things
| © 2011 Symnetics e Experience Co-Creation Partnership

23. Canchas are described as
“branches for social commitment”
This is an expression
of Civic Banking
Cancha OP Pamplona
From January 2007:
- Over 65,000 people have
visited
- Over 20,000 have chosen their
charitable & benevolent
projects
| © 2011 Symnetics e Experience Co-Creation Partnership

24. Strategic Architecture of CAN’s Engagement Platforms
Global
Global Vialogos Community
Network
Resources
Resources
Volcan Eurecan
Experience
Co-Creation
Plataform
Caja Navarra
You
Project Civic
Partners Account
Canchas
| © 2011 Symnetics e Experience Co-Creation Partnership

25. OASIS – an online suggestion platform – was launched
in 2006 by Seoul Mayor Oh Se-hoon
| © 2011 Symnetics e Experience Co-Creation Partnership

26. The platform was designed to enhance creativity and
imagination in administration – together with citizens.
Citizen engagement begins online with presentation, discussion,
and feasibility examination
| © 2011 Symnetics e Experience Co-Creation Partnership

27. OASIS Results
As of May 2009, over 75 ideas have been adopted through the
OASIS program, with over 55 completed and implemented
| © 2011 Symnetics e Experience Co-Creation Partnership
Source: http://unpan1.un.org/intradoc/groups/public/documents/un-dpadm/unpan035258.pdf

28. Como definimos uma empresa Cocriativa
Empresa Co-Criativa:
Facilita o desenvolvimento de
redes de individuos,
stakeholders e empresas para Valor
criar valor em conjunto,
através do desenho de
plataformas de engajamento Experiências
para gerar interações e
experiências de valor
Interações
Plataformas de
engajamento
Networks
Redes
| © 2011 Symnetics e Experience Co-Creation Partnership

29. O processo de cocriação trabalha nos 2
sentidos – cima para baixo e baixo para cima
CIMA PARA BAIXO
Criar una estrutura de
exploração preliminar
Quais stakeholders
devemos engajar?
Em que tipo de
interação?
Quais são as áreas de
maior potencial?
Como tornar a interação
mais cocriativa?
Desenhar as plataformas
de engajamento
BAIXO PARA CIMA
Escalera al cielo de Co-Creación
Mapa Estratégico Co-Creación
| © 2011 Symnetics e Experience Co-Creation Partnership

30. 23.11.2011
Cocriação e inovação colaborativa
Open Innovation Seminar 2011
André Coutinho
acoutinho@symnetics.com.br