Experience Co Creation

Experience Co‐Creation and  Designing Interactions How you can catalyze your business and create new  meaningful value for you stakeholders

How  we see innovation

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What was first: the chicken or the egg?

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Culture

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or

Processes

Customers are informed and request value 

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A traditional innovation generation process

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Organization

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Companies define, customer should buy…BestBuy?

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6

You can help me to solve MY problem

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Why at all Experience Co‐Creation? •

Change in the social logic 

There is no longer a party that determines the rules and gives  _____ commands ____ ______ __ _______ __ _____ ______ •

______ _____ • If customer have experiences something they less forget it _______ _____ • Experience create a higher loyalty, trust and brand perception _____ _____ • Consumers self‐direct their needs _____ _____ •

Individual searches for needs satisfaction due to higher  networking and information availability

•

Meaning searching customer

•

Process of creating meaning can not be longer incidental

•

Searching for not superficial value generation

•

Commodities saturated push‐needs and superficial satisfaction

•

Long term competitive advantage

•

Customer experience and relationship for sustainable success

•

Value generation for all participants

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Experience bens and transcends the limits

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R&D www.symnetics.com.br

Sometimes we think small things do not matter

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“If you think it is too small to cause an impact, try to sleep with a mosquito” (Kevin Robers, Lovemarks)

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Experience and the sum of interactions

give meaning

Sensory perception

experience (erlebnis)

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meaningful experience (multiple emotions) (Boswijk, Thijssen, Peelen)

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How do we define experience?

_____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ An experience stimulates and satisfies  _____ _____ individually the senses of the interacter  _____ _____

(customer) by creating an emotional  connection. It further transcends the  traditional vision of products and  services.

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What is an experience? • • •

• • •

•

Personalized _____ ____ Involves all senses Higher focus/  concentration during  the process Altered perception of  time Creation of an  emotional connection Unique process with  an intrinsic value for  each customer Offers a  reflection/stimulation

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Culture of experience co‐creation

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Organization

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Stakeholders

Experience Co‐Creation integrated the customer in  the organization’s creation process Could I create and place my own logo on the bike?

_____ ____ ______ __ _______ __ _____ ______ Where would my I should feel like friend sit? driving a Ducatti ______ _____ _______ _____ I would like to buy a _____ _____ “racing suit”/outfit that When the color would combines with my not be orange _____ _____ bike . Who is using the same or similar bicycle?

Is this bike receicable?

I would like to drive in the water

How can I track where my child is riding the bike?

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My apartment is quiet small, how to I store my bike? The product is cool but the service....

The Co‐Creation Profile

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Fonte: Pesquisa H2R/Symnetics, 2007

From the traditional to the experience innovation  taxonomy _____ ____ ______ __ _______ __ _____ ______ Old New ______ _____ _______ _____ Process Interactions _____ _____ Products and services Experiences _____(on_____ Experience environments Technology

line and off-line)

Human Resources

Individual Community

Clients

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Individual

Experience Co‐Creation practical applications •

Innovation and design Outcome: "Experience innovation.“

_____ ____ ______ __ _______ __ _____ ______ • Branding, customer insights, marketing, communication and sales Outcome: "Brand as the co‐created experience.“ ______ _____ _______ _____ • Process design, process performance and quality management Outcome: "ECC‐enhanced process design.“ _____ _____ • Information and communications technology _____ _____ Outcome: "ECC‐enabled IT.“

•

HR processes, leadership development, organizational change and culture Outcome: "ECC‐enhanced HR.“

•

Bottom of the pyramid, social innovation, citizen‐centric government and  corporate social responsibility (CSR) Outcome: "Social innovation through co‐creation.“

•

Strategy, strategic planning, corporate reporting and governance Outcome: "Co‐created governance.“

•

Supply chain Outcome: "Co‐created supply chain

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(source: ECCP)

Wiki goes 2 car‐design

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http://www.cmmn.org/

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Buy experiences – sweet moments

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http://www.sweemo.com/

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If you would like to share an other co‐creation story,  please mail us:  _____ ____ ______ __ _______

[email protected] [email protected] __ [email protected] _____ ______ ______ _____ [email protected]

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[email protected] [email protected] [email protected] [email protected] www.symnetics.com.br

Where you can drink coffee with us

_____ ____ ______ __ _______ __ _____ ______ ______ _____ _______ _____ _____ _____ Munique Basel Poznan _____ _____ Mexico - DF Bogotá Fortaleza * Lima

Salvador * São Paulo

Santiago

Buenos Aires Luanda

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20 years of experience and...

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clientes

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The creative commons license

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Image Sources Slide 5: http://www.flickr.com/photos/tschoerda/379392562/sizes/o/ _____ ____ ______ __ _______ __ Slide 13: www.maketool.com

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Slide 16: http://magentothemes.joomlart.com/jm_purity/media/catalog/product/cache/1/image/5e06319eda06f020e43 594a9c230972d/n/i/nine-west-women-s-lucero-pump.jpg Slide 22: http://www.flickr.com/photos/amandamacedo/2763806182/

http://www.flickr.com/photos/tschoerda/379392562/sizes/o/

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