This is a brief summary of what i’ve just readen on trenwatching.com
Definition:
To create goods, services and experiences in cooperation with rewarded consumers.
Customers participate in this process of co-creation for these reasons:
• Social Status
• Bespoke lifestyle
• Cash money
• Employment
• Fun and involvement
Customer-made is not:
DIY
Customization
Personalization
Why ?: because these actions occurs AFTER product’s launch
What do the brands are doing ?
L’Oreal, Firefox, MasterCard and McDonalds have already started to involve their customers but they stayed at the tactical marketing level, they not moved to product development and feedback schemes which seems to be massive opportunities.
Product development
Apparently the easiest way for brands to start with customer-made is to announce a contest open to consumers.
Examples:
Nokia Concept Lounge
Nespresso’s 2005 design contest
Muji
Lego’s lego factory
Vores oi, the first open source beer
Conversations
The largest bank in Brazil, Itau launched a communication campaign using, emails, chats and phones and asked their customers “Itau wants to listen to you” and promised to get back within five business days. They receive an average of 7200 requests and suggestions per month.
Different initiatives had been taken like these ones:
• How would you change MySpace ?
• How woud you change Flickr ?
Etc.
Regarding on-line community companies have also gone further than monitoring, now companies like Starwood Hotels and Resorts attribute resource to answer to each customer request on some forums like FlyerTalk.com.
