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Integrated Customer Innovation



By   Maikel²
Capgemini Consulting
The world is changing from institutional control to customer control
                   The role of customers is changing ...
By obtaining your customers on the required level of involvement, they
will become valuable resources

                   ...
Enabling a company to involve customers effectively in the design
phase, contains several steps which result in an ongoing...
Implementing three building blocks enables your company to integrate
customers in the design process
                     ...
Integrating customers in the product development process will lead to
higher profits
                                     ...
Contact Details


                       Consulting Services                         Consulting Services


               ...
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Integrated Customer Innovation

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Integrated Customer Innovation

  1. 1. Integrated Customer Innovation By Maikel² Capgemini Consulting
  2. 2. The world is changing from institutional control to customer control The role of customers is changing Product design shifts from inside-out to outside-in The world is changing, who survives is not the strongest but the most adaptive company. Capgemini makes your company the survivor in the world of co-creation. The world is changing Development of new Customers tell you products is not longer only directly what they want done within the company and need • The effectiveness of co-creation will depend on how much value is created for both customers and producers. Companies will have to select opportunities with the highest potential payoff. • Transforming the business processes to become a highly efficient and adaptive company is mandatory to enable the company to integrate customer innovation. CE v6.3 © 2008 Capgemini - All rights reserved 2
  3. 3. By obtaining your customers on the required level of involvement, they will become valuable resources Advantages of co-creation • Enabling users’ ability and providing opportunities to invent solutions, which have personal value and meaning for them and offer businesses the opportunity to accelerate their own learning • Allows the company to tap into customers’ intelligence and to leverage their creativity and problem-solving capabilities • Facilitates the creation of knowledge about key features or functions of products that will assure product success in the market What are the challenges you face Important is to keep the customer involved, • Find the right customer and get them involved • Prevent legal risks (privacy/ branding) • Have a win-win relationship with your customer Co-creation adds a new dynamic to the producer/customer • Receive the effort required from your relationship by engaging customers directly in the production or customer distribution of value. Companies must learn new techniques to motivate customers to co-create value as well as ways to successfully monitor and manage the process along the way. CE v6.3 © 2008 Capgemini - All rights reserved 3
  4. 4. Enabling a company to involve customers effectively in the design phase, contains several steps which result in an ongoing process 1. Community The ready for the new customer process customer Idea 1. A customer community is created and customer (potential) customers are invited to visit the complain community and deliver input. customer 2. The input gathered will be controlled and question delivered in coherent portions. 3. A linking pin inside the company should determine whether the customer requirements are feasible within the supply chain, by checking internal and external availability 2. Community control 4. From a financial perspective, strategic insight is given by analyzing profitability and by applying value control. 6. Market 3.Feasibility 5. The selected design characteristics are applied in the production process / service offering and run though the supply chain 6. Product / service offering is brought to market 5. Supply 4. chain Profitability Cagemini’s collaborative way of working, its experiences in multidiscipline projects, and its innovative approach of making co-creation profitable is a unique combination! CE v6.3 © 2008 Capgemini - All rights reserved 4
  5. 5. Implementing three building blocks enables your company to integrate customers in the design process Three step approach A three step approach is suggested to make your company ready for the new customer. 1. Enable your •Step 1: Enable your customer to co-create. Create a customer to co-create win-win situation for both customer and company •Step 2: Check whether the client ideas are feasible. Develop a linking pin inside the company to perform an 2. Enable feasibility check internal and external feasibility check. •Step 3: Check whether the client ideas are profitable. Build a business case and check the CPM (client profit 3. Enable profitability check margin) Implementing one of the three step also proved to be beneficial Project Approach Level of customer Involvement Level 4 Ready for new customer The project approach to make a company ready for the Level 3 new customer, depends on the maturity state of the client Managing the supply chain company in the different focus areas. Level 2 An AS-IS study is therefore critical to define the company’s opportunity areas and structure the business Aligned internal processes transformation project. This AS-IS study will be drawn up during workshops and focus interviews. Level 1 Capgemini can offer the INNOVATE NL as accelerator to Stand alone company bring stakeholders together for vision and strategy development Maturity level of company CE v6.3 © 2008 Capgemini - All rights reserved 5
  6. 6. Integrating customers in the product development process will lead to higher profits Integrated Customer Innovation Product design based on integrated customer innovation (ICI) results in profit increase: Level of consumer Integration • Increase of revenue by product design based on customer input instead of internal expertise. • Increase of success rate product developments since uncertain Potential situation customer factors are diminished. situation Current • Companies branding image will be influenced positively towards proposition leader. • Concluding in higher sales and market share • Decrease of costs by alignment of internal processes • Effective product development • Lead time reduction • Concluding in a more efficient Maturity level of company process • Potential savings of 10% of product development process cost • Potential earnings of 10% based on experiences with integration of customers CE v6.3 © 2008 Capgemini - All rights reserved 6
  7. 7. Contact Details Consulting Services Consulting Services Maikel Lieste Maikel Miggelbrink Supply Chain Management Financial Transformation Capgemini Nederland B.V. Capgemini Nederland B.V. Papendorpseweg 100, P.O. Box 2575, Papendorpseweg 100, P.O. Box 2575, 3500 GN Utrecht - The Netherlands 3500 GN Utrecht - The Netherlands T. +31 30 6895199 - F. +31 30 689 55 60 T. +31 30 6895844 - F. +31 30 689 55 60 Mob. +31 6215 030 462 Mob. +31 622481284 maikel.lieste@capgemini.com maikel.miggelbrink@capgemini.com www.nl.capgemini.com www.nl.capgemini.com CE v6.3 © 2008 Capgemini - All rights reserved 7

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