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
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.
8. The transformation from firms considered as a portfolio of business units, to an opened and networked firm, which is related with the context
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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”!
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
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