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The consumer
as a
co-creator
2 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Developme...
3 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Developme...
4 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Developme...
5 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator ...
6 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator ...
7 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator ...
8 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator ...
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10 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Developm...
11 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Developm...
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The consumer as a co-creator

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The creation of products and services derived from crowd-based insights is the foundation of the “billion-to-one” experience. Taking your characteristics and behavior and contextualizing them with data from many thousands of other individuals allows designers to deliver products and services that are, or at least feel, unique.

Download the full Deloitte Review article here: http://deloi.tt/2wgOOUJ

Published in: Technology

The consumer as a co-creator

  1. 1. The consumer as a co-creator
  2. 2. 2 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Development LLC. All rights reserved. Defining the B2ONE experience The world is home to more than a billion smartphone users. Internet platforms are bringing those billion people together to share ideas and co-create millions of apps. Through mobile devices—and soon, sensors and the Internet of Things— the crowd is becoming personal. We call the creation of unique customer products and services derived from crowd-based insights the “billion-to-one,” or B2ONE, experience.
  3. 3. 3 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Development LLC. All rights reserved. The B2ONE experience involves a set of core capabilities that lead to fundamentally new ways of delivering value to consumers and citizens. B2ONE Elements Crowd data Aggregated data from the crowd are used to inform the design and delivery of goods and services. Adaptive Customer insights enable a strong feedback loop between organizations and end users, who are keen to shape the process. Sensing Big data, digitalization, sensors, and analytics allow for unprecedented capabilities to gather and assess evidence from ecosystem participants. Behavior Consumer behavior is monitored in real time. Analytics is used to understand, predict, and shape ongoing customer interactions.
  4. 4. 4 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Development LLC. All rights reserved. But, how can you create a B2ONE experience for your customers? There are 5 principles that can help even the most tradition-bound organizations get on the path to B2ONE.
  5. 5. 5 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Shift the organizational focus from products and services to creating an experience. Successful B2ONE applications focus on solving a problem and creating an experience instead of just selling products and services. Customers are becoming more involved than ever in the development of new technologies and services, interacting with experts and contributing their own ideas and suggestions. 1
  6. 6. 6 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Define the customer problem you want to solve. Because a key part of the B2ONE experience is user involvement, the organization must give customers a compelling reason to become engaged. The best reasons involve solving customers’ daily problems better than anyone else. 2
  7. 7. 7 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Treat customers like designers. In the digital age, designers’ success can depend upon how well they respond to and make use of a nearly constant stream of data on customer satisfaction. Feedback from mobile devices yields a wealth of information on mass and individual consumption behavior. Organizations can use these data to allow their customers to become “codesigners” of the goods or services they receive. 3
  8. 8. 8 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Create better and faster feedback loops. In a B2ONE model, the organization continually collects and analyzes consumer feedback and uses the resulting insights to improve and redesign its offerings. Better and faster feedback loops can thus become engrained in the organization. These loops can be easy to envision but hard to create. To overcome this difference, organizations must understand customers at a fairly granular level and have the ability to deliver different products to different kinds of customers. 4
  9. 9. 9 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Build trust. Trust is a key ingredient to the B2ONE experience: people won’t share their data with organizations they don’t trust. And let’s face it: Some people find the growing practice of utilizing user data to target and customize offerings a bit creepy. So how can companies avoid “the creepy factor”? Sharing data should allow users to opt in rather than it being the default. Also, as in any other value exchange, users need to get something valuable in return for their data. 5
  10. 10. 10 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Development LLC. All rights reserved. The confluence of the crowd, big data, and customer empowerment is shaping new business models that behave more like ecosystems and self-managed networks than traditional value chains. But today we are seeing only a glimpse of the future possibilities for competitive advantage, market disruption, and societal impact that the B2ONE phenomenon might soon provide.
  11. 11. 11 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Development LLC. All rights reserved. Share your thoughts with the hashtag #DeloitteReview Follow @DU_Press on Twitter Explore how the crowd gets personal For more, download the Deloitte Review article Download
  12. 12. 12 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Development LLC. All rights reserved. Meet the authors PAUL MACMILLAN global public sector leader for Deloitte Touche Tomatsu Limited, where he is responsible for the network’s client service innovation to support public- purpose organizations around the world. He is the coauthor of The Solution Revolution WILLIAM EGGERS responsible for research and thought leadership for Deloitte’s Public Sector industry practice and has advised governments around the world. He is an internationally recognized authority on government reform, columnist, and author of eight books
  13. 13. Follow @DU_Press Sign up for Deloitte University Press updates at www.dupress.com. About Deloitte University Press Deloitte University Press publishes original articles, reports and periodicals that provide insights for businesses, the public sector and NGOs. Our goal is to draw upon research and experience from throughout our professional services organization, and that of coauthors in academia and business, to advance the conversation on a broad spectrum of topics of interest to executives and government leaders. Deloitte University Press is an imprint of Deloitte Development LLC. This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or its and their affiliates are, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your finances or your business. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. None of Deloitte Touche Tohmatsu Limited, its member firms, or its and their respective affiliates shall be responsible for any loss whatsoever sustained by any person who relies on this publication. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2015 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited

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