A short description of how can companies facilitate co-creation among users and customers

1. multichannel
co-creation in web
based environments
Fabrizio Maria Pini
Mip Business School
Politecnico of Milan

2. Co-creation
Tool to generate competitive effectiveness
New approach to product and service design
Way to radically innovate business models

5. Co-creation
Requires a shift in customer relationship
From: receiver of value
To: active partner

6. Co-creation
Requires a shift in managing innovation
From: function based,
internal model
To: community of
creation

7. How could companies
generate co-creation?

8. Need of adequate environments
Web 2.o and participatory environments can
facilitate co-creation.
There are some aspects that must be
taken into consideration in designing the set
of touch-points for co-creation.

9. Need of adequate environments
Some key aspects:
a) be close to the point of inspiration
b) be where conversation is
c) make it easy and fun
d) deliver continuos fedd-back
e) be fast in rewarding through touch-points

10. Need of adequate environments

11. Need of adequate environments

12. Need of adequate environments

13. Need of adequate environments

14. Foster information sharing
a vailability
Re source
abilities
Com pany cap
sibilities
d respon
Risks an ctivities
ope of a
Natur e and sc
system
Reward system
business
Prod uct and

15. Identify roles and level of contribution
There are several ways by which companies can
define the role and level of contribution of co-
creators

16. Identify roles and level of contribution
Companies could adopt an approach based on the
role expected from of the co-creator:
a) Promoter
b) Consultant
c) Internal resource

17. Identify roles and level of contribution
A wider view allows company to take into
consideration different roles at the same time and
level of interconnection between them

18. Identify roles and level of contribution
Role Activities Motivations to co-­crete
and satisfaction drivers
Visitor
visit, browsing, without high feedback
awareness and education
and interaction with peers and
company
Tester
trial of products, services and
engagement and influence
solutions and interaction with the
company and in some cases with
community members
Participant
contribution to discussions with
insight and engagement
community members and company,
comments and voting
Creator
creation and personalisation for self
uniqueness of the experience, quality
of personal output
Collaborator
generation for self and for others,
influence and respect
instead of company

19. Facilitate community creation
Co-creation is easier when it takes
place within existing or ad-hoc
communities that share values and
culture related to products,
services and brands.

20. Facilitate community creation

21. Facilitate community creation

22. Facilitate community creation

23. Define a clear reward system
rd
e k ind of rewa
Company c an define th
o
to rs taking int
for co-crea
eren t motivation
consid eration diff
drivers:
a) Personal
b) Social
c) Monetary

24. Choose the right tools