Customer democracy & co creation

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Information about Customer democracy & co creation
Marketing

Published on March 14, 2014

Author: stevewibowo

Source: slideshare.net

Description

Yesterday company can dictate the market, once the power shifting to consumers then company need to listen, and understand consumers to deliver the satisfying products and services to survive. Now, Customer Satisfaction Program is not enough. To understand more, to create precisely, to communicate from heart-to-heart and to deliver as desired, company must engage customers. Market already shifting from democratic to co-create. I prefer call it Democration, democratic co-creation. See the differences, examples and get insight. Does this is the time for your company? or it is (still) for somebody else.

Changing from Dictate the Market, to Satisfy and Engage the Market Autocratic, Democratic and Co-Creation Stephanus Taufan Wibowo stevewibowo@gmail.com Friday, 14 March 2014

Creation What are they? Autocratic Democratic Democration Democratic and Co-Creation • Company as a King • Consumer as peasants • Company as Government • Consumer as civilians • Company and Consumer as equal civilians FromAutocratic,DemocratictoCo-Creation • Consumer as peasants • Company determines what is good for the consumers • Company listen to consumer but make final decision then persuades consumers • Company and consumers together involved in all process from determining value to communicate & deliver value Orchestra JazzBand See the spirit through the music evolution ……..

Creation Characteristics • Consumers are active • Company listening to the Autocratic Democratic • Consumers are passive • Company shouts in the Democration Democratic and Co-Creation • Consumers are active • Dialogue of Company and FromAutocratic,DemocratictoCo-Creation market • Consumers as picky buyers • Company research consumers’ need • Company create the desired product of the market • Profit from satisfying the market • Company rely on consumer knowledge / insight • Company shouts in the market • Consumers as buyers • Company research best product / solution available • Company create the best product for the market • Profit from selling to the market • Company rely on experts • Dialogue of Company and the market • Consumers as resources • Company understanding consumers’ experiences • Co-create the product • Profit from engaging the market • Company rely on consumer knowledge / insight

Creation Shifting Autocratic Democratic Democration Democratic and Co-Creation MS Office Open Office FromAutocratic,DemocratictoCo-Creation Linux Standard version of Mobile Android O/S DOS (in every IBM PC sold) Windows (nearly in every PC sold, but also accommodate consumer needs) Google Docs CyanogenMod version of Mobile Android O/S Google Docs

Creation Example Company Co-creation IKEA Assist consumers design their own kitchens (determine value) Threadless.com Allow customers submit, inspect, and approve t-shirt graphic designs (determine & create value) Collaborate with software ‘hackers’ for re-programming of ‘Pronto’ FromAutocratic,DemocratictoCo-Creation Philips Electronics Collaborate with software ‘hackers’ for re-programming of ‘Pronto’ universal remote control by providing access to the program, codes & other information (determine & create value) Eli Lilly Provides internet based platform to support collaborative innovation involving doctors, health care providers, & other (determine & create value) Unilever Involve consumers in co-creation of product concepts, packaging, advertising & activation (determine, & communicate value) Youtube.com Consumers can generate, see, share & distribute content they want (determine, create, communicate & distribute value)

Creation For further discussion please contact: FACT ABOUT ME • 2 years experience as a Consultant of Purple Analytics Indonesia (till now 2014) • 5 years experience as a Credit Operation Head for a car portfolio of PT.Adira Multifinance, Tbk • 7 th experience as Head of Product Development of PT. Astra International, Tbk - AstraWorld Stephanus Taufan Wibowo Linkedin: http://id.linkedin.com/in/stephanuswibowo Blog: stevewibowo.blogspot.com adayatworks.wordpress.com FromAutocratic,DemocratictoCo-Creation • 7 th experience as Head of Product Development of PT. Astra International, Tbk - AstraWorld • 5 years teaching experience of Trisakti School of Management • Bachelor degree in Marketing and Human Resources Management from Satya Wacana Christian University, Salatiga, Indonesia • Master degrees in Marketing and Human Resources Management from University of Gadjah Mada (International Program), Yogyakarta, Indonesia SKILL SET • Management System & Performance Management • Productivity Improvement & Organizational Development • Business Process & Change Management • Marketing Strategy Formulation & Marketing Analytic • Customer Relationship Management • Credit Risk & Operation

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