The document discusses the importance of customer co-creation in the digital economy. It argues that to understand current emphasis on co-creation, one must study the realities of the digital world where experience is value, customers are constantly changing, ecosystems create new value together, and platforms further boost value co-creation. The presentation provides examples and makes the case that co-creating with customers has become essential for businesses in digital transformation.

1. CUSTOMER CO-CREATION
DIGITAL TRANSFORMATION – ZOOMING OUT
PROF DR STIJN VIAENE
@destivia

2. © Prof Dr Stijn Viaene, Vlerick Business School
“When you can’t see the forest for the
trees, take a walk IN the forest.”
Gail Lynne Goodwin
2 © Prof Dr Stijn Viaene, Vlerick Business School

3. © Prof Dr Stijn Viaene, Vlerick Business School3 © Prof Dr Stijn Viaene, Vlerick Business School

4. © Prof Dr Stijn Viaene, Vlerick Business School
My hypothesis:
To really appreciate today’s impetus around
co-creation, study the realities of the digital
economy.
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5. © Prof Dr Stijn Viaene, Vlerick Business School
1. Experience is
value
5 © Prof Dr Stijn Viaene, Vlerick Business School

6. © Prof Dr Stijn Viaene, Vlerick Business School
MOTIF INVESTING (FINTECH)
© Prof Dr Stijn Viaene, Vlerick Business School6

7. © Prof Dr Stijn Viaene, Vlerick Business School7 © Prof Dr Stijn Viaene, Vlerick Business School

8. © Prof Dr Stijn Viaene, Vlerick Business School
“Coming up with ideas is the easy part.
Where reforms die, is down in the trenches.”
Michael Hammer
© Prof Dr Stijn Viaene, Vlerick Business School8

9. © Prof Dr Stijn Viaene, Vlerick Business School
2. A customer is
a moving target
9 © Prof Dr Stijn Viaene, Vlerick Business School

10. © Prof Dr Stijn Viaene, Vlerick Business School© Prof Dr Stijn Viaene, Vlerick Business School10

11. © Prof Dr Stijn Viaene, Vlerick Business School
3. Ecosystems co-
create new value
12 © Prof Dr Stijn Viaene, Vlerick Business School

12. © Prof Dr Stijn Viaene, Vlerick Business School13

13. © Prof Dr Stijn Viaene, Vlerick Business School© Prof Dr Stijn Viaene, Vlerick Business School14

14. © Prof Dr Stijn Viaene, Vlerick Business School
4. Platforms boost
value co-creation
15 © Prof Dr Stijn Viaene, Vlerick Business School

15. © Prof Dr Stijn Viaene, Vlerick Business School
Payment
services
Add-on
services
Banking
services© Prof Dr Stijn Viaene, Vlerick Business School16

16. © Prof Dr Stijn Viaene, Vlerick Business School© Prof Dr Stijn Viaene, Vlerick Business School17

17. © Prof Dr Stijn Viaene, Vlerick Business School18
1. Experience is value
2. A customer is a moving target
3. Ecosystems co-create new value
4. Platforms boost value co-creation
© Prof Dr Stijn Viaene, Vlerick Business School

18. © Prof Dr Stijn Viaene, Vlerick Business School
THANK YOU
THANK YOU
PROF DR STIJN VIAENE
VLERICK BUSINESS SCHOOL
VLAMINGENSTRAAT 83
B-3000 LEUVEN, BELGIUM
TEL: +32 16 248845
E-MAIL: STIJN.VIAENE@VLERICK.COM
TWITTER: @DESTIVIA
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