Customer Co-creation in Indesit Company
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Sarah e Caterina!. La customer co-creation è il coinvolgimento diretto dei clienti (user e rivenditori) nella progettazione di nuovi prodotti. Qui sono stati riportati gli effetti dell'impiego della Customer co-creation su indesit
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Customer Co-creation in Indesit Company
- 1. 2,2 Customer co-creation for the new products development in the Home Appliances industry 20 minutes with Sarah Cirillo and Caterina Salvidio Rome, 14th June 2011
- 3. Innovationisour business 2 Customer co-creation is the process by which new products are developed jointly by companies and their stakeholders and their consumers. Since 2008 Indesit engages people as active co-creators of value to reach win more-win more transactions. Indesit is the only one in its industry to use the Customer co-creation.
- 5. Competitive advantage- Growth and New opportunities
- 7. The social networking and the speed of communication
- 8. The transformation from firms considered as a portfolio of business units, to an opened and networked firm, which is related with the context
- 10. Why are customers able to create value for the firms? 6 The Customer satisfaction reached by innovation is Indesit’s strategic goal. We are “obsessed” by the customers’ needs. To innovate is the capability to give a concrete answer to a precise problem of a target market segment. Sometimes to innovate means creating new problems and giving new solutions. Customers are perfect “problem creators”!
- 11. Customer co-creation weakens Porters’ five forces 7
- 12. SWOT ANALYSIS 8 STRENGTHS WEAKNESSES Client and user at the center Emotional choices Customer satisfaction Products without market
- 13. SWOT ANALYSIS 9 OPPORTUNITIES THREATS Increase in market share Information flow No patents Improved relationship with clients and users Difficulty in engineering process
- 15. Ebit
- 18. Potential market share gains in EU 13 Market Share Units (%) 17,9% 13,1% 12,3% 8,9% 7,0% 3,9% 3,4% 2,7% 2,7% 2,6%
- 19. On the costs side: Design and planning costs will grow followingcustomer co-creation indications. At the same time, the total effect on costs will decrease, thanks to a reduction in expenses connected to basic marketing researches and advertising. 14
- 20. CONCLUSIONS Higher brand awareness Higher consumer satisfaction, regarding bothcustomers and users Higher loyalty from ourcustomers Weakening of Porter’s Five Forces 15
- 21. 3 Any questions?