The Value Co-Creation Canvas is a tool for mapping how a company can co-create value for customers. It outlines the key resources, capabilities, customer experiences, journeys, and outcomes that contribute to the total customer engagement value. This includes understanding the customer's desired outcomes, leveraging their resources, and developing company resources to improve the customer experience at each touchpoint along their journey. The goal is to maximize both the customer's perceived value-in-use and total lifetime engagement with the company.

1. VALUE CO-CREATION CANVAS
VALUE PROPOSITION KEY RESOURCES CUSTOMER’S CUSTOMER’S DESIRED
RESOURCES OUTCOMES
All (network and/or
eco-system) resources Offered or endogenous
(including e.g. partner- CUSTOMER’S resources leveraged by
resources) required by the Customer on her
EXPERIENCE journey. E.g. touch-
the company to support
Customers effectively in points, channels,
meeting their desired knowlegde & skills, The best proxy for
outcomes When both “total social networks, etc Customer needs is the
T h e C u s t o m e r ’s
Customer engagement functional, social and/or
perception of the
value” and “Customer emotional outcomes she
company’s promise of
value-in-use” are desires. These goals
Customer value (in-use) KEY CAPABILITIES CUSTOMER’S JOURNEY highly depend on the
to be created.. created - by Companies
WITH Customers context in which they
Understanding the exist or surface
C u s t o m e r ’s d e s i re d Sequence of events
outcome, her resources (over a lifetime of using
leveraged on her the product and/or
Journey and how to service) driven by the
leverage this Customer and/or
understanding to externally as part of the
develop her own key Customer’s attempt to
resources to improve meet her desired
t h e C u s t o m e r ’s outcome
experience
The Customer’s perception of the
The sum of Customer’s Lifetime
realized outcome in comparison to
Value, Network Value, Referral
TOTAL CUSTOMER Value and other intangible forms of CUSTOMER VALUE the desired and expected
outcome. Based on an emotional
ENGAGEMENT VALUE value, such as Customer Feedback, (IN-USE) CREATED evaluation of her journey and the
Knowledge and Expertise..(as
effort required to get to the
defined by V.Kumar et all)
perceived state
Version 0.8 - Distribute, use and alter freely, but please respect the Creative Commons license (http://creativecommons.org/licenses/by-sa/3.0/) and acknowlegde credits in all such cases to
Wim Rampen (http://wimrampen.com) and “Based upon the Business Model Canvas by A. Osterwalder et all.http://www.businessmodelgeneration.com”