multichannel co-creation in web

based environments

Fabrizio  Maria  PiniMip  Business  SchoolPolitecnico  of  Milan

Co-creation

Tool to generate competitive effectiveness

New approach to product and service design

Way to radically innovate business models

Co-creationRequires a shift in customer relationship

From:  receiver  of  value

To:  active  partner

Co-creationRequires a shift in managing innovation

From:  function  based,  internal  model

To:  community  of  creation

How could companies generate co-creation?

Need of adequate environments

Web 2.o and participatory environments can facilitate co-creation.

There are some aspects that must be taken into consideration in designing the set

of touch-points for co-creation.

Need of adequate environments

Some key aspects:a) be close to the point of inspiration

b) be where conversation isc) make it easy and fun

d) deliver continuos fedd-backe) be fast in rewarding through touch-points

Need of adequate environments

Need of adequate environments

Need of adequate environments

Need of adequate environments

Foster information sharing

Resource availability

Company capabilities

Risks and responsibilities

Nature and scope of activities

Reward system

Product and business system

Identify roles and level of contribution

There are several ways by which companies can define the role and level of contribution of co-

creators

Identify roles and level of contribution

Companies could adopt an approach based on the role expected from of the co-creator:

a) Promoterb) Consultant

c) Internal resource

Identify roles and level of contribution

A wider view allows company to take into consideration different roles at the same time and

level of interconnection between them

Identify roles and level of contribution

Role Activities Motivations to co-­crete and satisfaction driversVisitor visit, browsing, without high feedback

and interaction with peers and company

awareness and education

Tester trial of products, services and solutions and interaction with the company and in some cases with community members

engagement and influence

Participant contribution to discussions with community members and company, comments and voting

insight and engagement

Creator creation and personalisation for self uniqueness of the experience, quality of personal output

Collaborator generation for self and for others, instead of company

influence and respect

Facilitate community creation

Co-creation is easier when it takes place within existing or ad-hoc

communities that share values and culture related to products,

services and brands.

Facilitate community creation

Facilitate community creation

Facilitate community creation

Define a clear reward system

Company can define the kind of reward

for co-creators taking into

consideration different motivation

drivers:a) Personalb) Social

c) Monetary

Choose the right tools