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Building brands together: the practiceof co-creationDr Nick Coates | @nickcoatesMarch 2013
The Consumer Collaboration AgencySpecialising in harnessing the power of consumers to               drive business growth ...
Our difference         co-creationCreating value for brands by bringing together consumers, staff and  stakeholders to dev...
Involving customersAlice in Wonderland
Involving customersAlService in Wonderland
“There’s no use                                      trying”, said Alice,                                      “one can’t ...
“I daresay you havent had much practice”, said theQueen. "When I was your age, I always did it for half-an-hour a day. Why...
WonderlandA place where customer creativity is possible
WonderlandA place where customer creativity is possibleSELF-BELIEFGroup creativity:Invent your owngame in 3 minutes
WonderlandA place where customer creativity is possibleDISINHIBITIONTantrums: ‘clearingthe past’, breakingboundaries, ande...
WonderlandA place where customer creativity is possibleFANTASYArt from Within:Exploring hopesand dreams
Big Talk               Collaboration communities   2 day microcosm for           platforms for harnessingreinventing the s...
Service co-creationA tale of burgers, luxury hotels andmobile phones…
3 simple lessonsFocus on the real painListen for possibilityYes and, not yes but
BurgersCo-creating the McDonald’s family restaurant
The conventional logic: burger 2.0
The real issue: family nightmares!
The solution: family-oriented restaurants
Luxury hotels…Co-creating 5* check-in
Exploring customer journeys
The solution: check in your way
Mobile phones…Co-creating legendary service propositions
The problem: undifferentiated, poor service
Letting customers build the solution
The solution: clone your phone
Thank you!Dr Nick Coates | Consultancy Director   Promise Communispacencoates@promisecorp.com                 76-80 Whitfi...
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Building brands together helsinki final

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A talk I gave to a conference on service design in Finland that focuses on service co-creation principles

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Building brands together helsinki final

  1. 1. Building brands together: the practiceof co-creationDr Nick Coates | @nickcoatesMarch 2013
  2. 2. The Consumer Collaboration AgencySpecialising in harnessing the power of consumers to drive business growth Look and feel of section is schizophreni c
  3. 3. Our difference co-creationCreating value for brands by bringing together consumers, staff and stakeholders to develop winning ideas, insights and strategies
  4. 4. Involving customersAlice in Wonderland
  5. 5. Involving customersAlService in Wonderland
  6. 6. “There’s no use trying”, said Alice, “one can’t believe impossible things”Doing service co-creation | slide 6
  7. 7. “I daresay you havent had much practice”, said theQueen. "When I was your age, I always did it for half-an-hour a day. Why, sometimes Ive believed as many as six impossible things before breakfast.
  8. 8. WonderlandA place where customer creativity is possible
  9. 9. WonderlandA place where customer creativity is possibleSELF-BELIEFGroup creativity:Invent your owngame in 3 minutes
  10. 10. WonderlandA place where customer creativity is possibleDISINHIBITIONTantrums: ‘clearingthe past’, breakingboundaries, andexploring taboos
  11. 11. WonderlandA place where customer creativity is possibleFANTASYArt from Within:Exploring hopesand dreams
  12. 12. Big Talk Collaboration communities 2 day microcosm for platforms for harnessingreinventing the status quo customer creativity Live / dramatic / physical Mainly asynchronous Great for ideation Iterative, great for optimisation Breakthrough zone 24/7 access, globally Stakeholder engagement Social glue
  13. 13. Service co-creationA tale of burgers, luxury hotels andmobile phones…
  14. 14. 3 simple lessonsFocus on the real painListen for possibilityYes and, not yes but
  15. 15. BurgersCo-creating the McDonald’s family restaurant
  16. 16. The conventional logic: burger 2.0
  17. 17. The real issue: family nightmares!
  18. 18. The solution: family-oriented restaurants
  19. 19. Luxury hotels…Co-creating 5* check-in
  20. 20. Exploring customer journeys
  21. 21. The solution: check in your way
  22. 22. Mobile phones…Co-creating legendary service propositions
  23. 23. The problem: undifferentiated, poor service
  24. 24. Letting customers build the solution
  25. 25. The solution: clone your phone
  26. 26. Thank you!Dr Nick Coates | Consultancy Director Promise Communispacencoates@promisecorp.com 76-80 Whitfield Street London W1T 4EZ 020 7082 1747

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