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Michael Porter famously wrote that companies differentiate themselves by performing a unique set of activities from their competitors’ or by performing the same activities differently. There are few activities that set new standards in customer experience, most companies will have to create rich experiences through the same set of activities.
C2B2C or outside-in is a fundamental mind shift that challenges even the best of organisations. Differentiate by performing the customer experience activities differently could be as organic as an organisation would want to, depending on the ratio of passive- and active co-creation.