In this webinar, we explored what Co-Creation is, and how it differs from crowdsourcing and open innovation. We reviewed examples of customer participation from the past and present, like the LEGO Ideas community, and discussed how innovation experts, CX professionals, marketers, & insights specialists can use the power of customer Co-Creation to uncover consumer insights, create content, and bring new products to market.

1. The Past, Present &
Future of Co-Creation
How brands have collaborated with customers and how that’s changing.

2. David Gardner
VP, Marketing
@david11gardner
Chad Neufeld
Digital Marketing Manager
@chadneufeld
@chaordix

3. What We’ll Cover
• Customer participation – methods to facilitate it
• Co-Creation – Who uses it, and how do they do so
• Evolution of customer participation & Co-Creation
• Characteristics of a successful Co-Creation program
• Predictions about the future of customer Co-Creation
• Getting started with Co-Creation

4. Who is Chaordix?
• Ten years of experience
• What even is that name: Chaos to Order
• Canadian as heck
• Our Participation Platform is used for customer-driven
innovation, brand engagement, and insights

5. THE MOST POTENT AND EFFICIENT
BRANDS IN THE WORLD TODAY ARE BEING
BUILT WITH PEOPLE, NOT FOR THEM.
WE CALL THEM PARTICIPATION BRANDS
http://participationindex.iris-worldwide.com/

6. We spend millions on market research yet
fail to take note of what our customers
could tell us every day.
- MIT “Why Customer Participation Matters”
“ “

7. Customer participation
Customer engagement
VS

8. Let’s start with some examples of
customer participation methods
I.E.

10. [Women of Nasa]

11. Samsung NEXT Accelerator Program

12. Crowdsourcing
Co-Creation
Open Innovation

13. Crowdsourcing
Co-Creation
Open Innovation

14. Crowdsourcing
Co-Creation
Open Innovation

15. Crowdsourcing: Defined
Outsourcing work to a group of volunteers.
Enlisting the services of a large number of people.
Turning to a body of people to obtain needed knowledge,
goods, or services.
One way flow of ideas

16. Co-Creation: Defined
Collaborating directly as peers in the design and development of an
innovation with both external and internal groups.
Brings different parties together within a Community in order to jointly
produce a mutually valued outcome.
Ideas are shared and improved together; a collision of ideas and a multi-
step collaborative process to source, refine and iterate on top ideas
An ongoing, creative and social process, based on collaboration
between producers and users, that is initiated by the company to
generate value for customers
1,000,000+
23 models

17. Crowdsourcing
• Sporadic
• One way
• Panel, group
• “Us and them”
Co-Creation
• Always on
• Collaborative
• Community, culture
• “We” process

18. Open Innovation: Defined
The targeted opening of the innovation process to the
outside. External partners such as entrepreneurs, startups,
universities, research institutes, scientists and suppliers are
involved in the process of developing ideas and new
products and services.
Where ideas can come from anywhere … and those ideas
that don’t serve your business innovation model are
released back into the ecosystem for others to bring to
market.

19. Let’s talk Co-Creation

20. One of the biggest innovation trends happening today - Forbes
Impacts financial performance and social impact
Builds brand authenticity: 86% brands that Co-Create are
viewed as more trustworthy

21. Who Uses Co-Creation ?

23. Innovation + Product Development
• Consumer insights to uncover new product opportunities
• Development of new products
• Improvement of current products
Why?
• 85% of new consumer goods products fail in the market
within 2 years
• More than 50% of enterprise execs report inadequate
innovation approach

24. Marketing Content + Brand MGMT
• Build brand loyalty, create repeat customers
• Honor most valuable customers
• Source (better) marketing content faster, cheaper
• Validate marketing messaging, labeling and packaging
Why?
• 65% of consumers don’t feel at all connected to the brands
they use
• 77% of people favor brands that collaborate with customers
• 54% of marketers struggle with producing enough engaging
content

25. Customer Experience
• Create customer-first culture
• Understand customer expectations
• Keep customers engaged over the long run for ongoing insights
• Improve services and processes that impact CX
Why?
• 60% of people don’t think brands care what they think
• Only 46% of consumers say they are understood by the brands the
usually buy from
• 64% of marketers struggle to find valuable consumer insights
• 75% of brands are failing to make emotional connections with
customers

27. So how did we get here ?

28. History of Customer Participation
Focus Groups

30. History of Customer Participation
Research
Panels

31. History of Customer Participation

32. History of Customer Participation
Social Media

33. History of Customer Participation

34. History of Customer Participation
Crowdsourcing/
Idea contests

35. History of Customer Participation

36. History of Customer Participation
Co-Creative
Communities

37. History of Customer Participation

38. Three key trends

39. Technological Advances
• Proliferation of high speed internet
• Physical meet-ups are no longer necessary
• Media platforms encourage sharing of ideas
• Improved platforms for community make contributing
possible anywhere

40. Rise of the Participative Consumer
• New generation of consumers
• Rising consumer expectations
• Desire to create has surpassed desire to own
• When empowered, consumers can be generous and
creative with free time

41. New Modes of Value Creation
• Collaboration with outside parties can highlight areas
where business can be better: socially, economically and
environmentally
• Driver of diversity
• Acknowledgement: Can’t employ ALL the best

42. Summary of benefits of Co-Creation
• Best ideas come from people who don’t’ work for you
• Less price sensitivity and co-created products can
command a higher price
• Strong emotional connection and improved loyalty and
retention
• Trust drives participation and advocacy
• Less risk
• Success rate of co-created products
• Your customers want to do this!

43. Requirements
for Successful Co-Creation

44. Requirements for Successful Co-Creation:
Purpose-built communities

45. Requirements for Successful Co-Creation:
Structured programs and workflows

46. Requirements for Successful Co-Creation:
Variety and frequency

47. Requirements for Successful Co-Creation:
Proper incentives & achievement
framework

48. Requirements for Successful Co-Creation:
Invested company culture

49. What industries can benefit from
Co-Creation today and in the future?
!!All of them

50. Global employee
network
Customer insight collection,
prototype testing, product
development
DIY product users in
USA
New use cases for products;
Messaging & display design;
Packaging improvements;
Marketing content
Citizens (Detroit, NYC)
& Tech developers
Transit solutions &
technologies to improve
access & use
Elite flyers (USA, Brazil)
& Employees
AA Rebrand; 1st-class seat
design; Customer Experience
improvement; New app;
Executive lounge amenities
Mortgage broker
network
New mortgage products;
Competitive insights
Employees from global
CMK Group
New marketing technology
solutions for P&G use; R&D$
INDUSTRY BRAND PARTICIPANTS CO-CREATIONS

51. Some wacky ideas about the future
of Co-Creation

54. LIVE

55. Where to Start?
• Start Small: Pick an area where you could use the help of
customers
• Launch a 90 day creative challenge to bring a focused group
in to ideate together & solve a specific business challenge
• Leverage proven workflows and crowd innovation activities to
achieve your objective
• Prove to the business that Co-Creation can unlock solutions for
numerous groups
• Turn this crowd into an engaged Community for long-term
value, ideas and insight

56. Talk to us about getting started !!

57. Q&A ?

58. leaf by Hopkins from the Noun Project
Zamboni By Andrejs Kirma, LV
shaka by Mitchell Fong from the Noun Project