The language services and technologies industry is both highly competitive and rich in stakeholders. Doing business is not just about making your customer happy, but also your language resources, staff, investors, management, and more. VoiceBoxer is a Danish start-up offering a novel technology in the remote interpreting world: a multilingual web platform that allows presentations and webinars anywhere, in any language. The company’s recipe for success relies on the concept of co-creation, an approach that serves the interests of all stakeholders, and results in a real competitive advantage. In this session, we’ll discuss the notion of co-creation and explore how it has led to success for VoiceBoxer.
This presentation was given by Andrea Baccenetti, Co-Founder and COO of VoiceBoxer at GALA Sevilla on March 23rd 2015
2. @WeAreVoiceBoxer
“Sure, companies have strived over the years to
build more trusting relationships with
stakeholders and to involve them more deeply
in solving problems…
(Prahalad and Ramaswamy, 2010)
3. @WeAreVoiceBoxer
“Sure, companies have strived over the years to
build more trusting relationships with
stakeholders and to involve them more deeply
in solving problems…
The reality is that the experiences of most
stakeholders still get short shrift. That’s
because the stakeholders have no significant
say in designing them.”
(Prahalad and Ramaswamy, 2010)
4. @WeAreVoiceBoxer
“Sure, companies have strived over the years to
build more trusting relationships with
stakeholders and to involve them more deeply
in solving problems…
The reality is that the experiences of most
stakeholders still get short shrift. That’s
because the stakeholders have no significant
say in designing them.”
(Prahalad and Ramaswamy, 2010)
10. @WeAreVoiceBoxer
Agenda
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value to the language services industry
12. @WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value to the language service industry
19. @WeAreVoiceBoxer
These trends are affecting all industries
Consumers can choose to
have a relationship based
on how firms create value
20. @WeAreVoiceBoxer
The firm-centric view of the world is being challenged by communities of
connected, informed, empowered, and active consumers
These trends are affecting all industries
26. @WeAreVoiceBoxer
Co-Creation
What it is not What it is
The firm trying to “please” the
consumer
Transfer or outsourcing of activities to
consumer
Joint creation of value by the company
and the consumer
Allowing the consumer to co-construct
the service experience to suit her context
1
2
27. @WeAreVoiceBoxer
Co-Creation
What it is not What it is
The firm trying to “please” the
consumer
Transfer or outsourcing of activities to
consumer
Customization of products and
services
Joint creation of value by the company
and the consumer
Allowing the consumer to co-construct
the service experience to suit her context
Creating an experience environment in
which the consumer can have active
dialogue and co-construct personalized
experiences
1
2
3
29. @WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value in the language service industry
30. @WeAreVoiceBoxer
“Firms must learn as much as possible about
the consumer through rich dialogue that evolves
with the sophistication of consumers”
What do firms have to do to co-create?
(Prahalad and Ramaswamy, 2004)
39. @WeAreVoiceBoxer
It’s a Win-Win situation
Consumer Firm
Is empowered by the firm
Crafts the experience they want to
have with the firm
Engages and empowers consumer
Doesn’t impose products to consumer
40. @WeAreVoiceBoxer
It’s a Win-Win situation
Consumer Firm
Is empowered by the firm
Crafts the experience they want to
have with the firm
Gets the products they ask for
Engages and empowers consumer
Doesn’t impose products to consumer
Produces products with established
demand
41. @WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value in the language service industry
42. @WeAreVoiceBoxer
VoiceBoxer is a multilingual web platform for
presentations and webinars that lets you reach an
audience in any language
44. @WeAreVoiceBoxer
Channel
Partners
Interpreters Customers
Joint creation of value by
the company and the
consumer
Allowing the consumer to
co-construct the service
experience to suit her
context
Creating an experience
environment in which
consumers can have active
dialogue and co-construct
personalized experiences
1
2
3
45. @WeAreVoiceBoxer
Channel
Partners
Interpreters Customers
Creating an experience
environment in which
consumers can have active
dialogue and co-construct
personalized experiences
3
Access to building a
system on the forefront
of Video Remote
Interpreting
Joint creation of value by
the company and the
consumer
Allowing the consumer to
co-construct the service
experience to suit her
context
1
2
46. @WeAreVoiceBoxer
Channel
Partners
Interpreters Customers
Creating an experience
environment in which
consumers can have active
dialogue and co-construct
personalized experiences
3
Access to and influence on new technologies
Access to building a
system on the forefront
of Video Remote
Interpreting
Joint creation of value by
the company and the
consumer
Allowing the consumer to
co-construct the service
experience to suit her
context
1
2
47. @WeAreVoiceBoxer
Channel
Partners
Interpreters Customers
Have a say in what the product will be and prioritization of technical developments
according to their experiences
Creating an experience
environment in which
consumers can have active
dialogue and co-construct
personalized experiences
3
Access to and influence on new technologies
Access to building a
system on the forefront
of Video Remote
Interpreting
Joint creation of value by
the company and the
consumer
Allowing the consumer to
co-construct the service
experience to suit her
context
1
2
48. @WeAreVoiceBoxer
Channel
Partners
Interpreters Customers
Have a say in what the product will be and prioritization of technical developments
according to their experiences
Meetings, testing, surveys, constant engagement
Creating an experience
environment in which
consumers can have active
dialogue and co-construct
personalized experiences
3
Access to and influence on new technologies
Access to building a
system on the forefront
of Video Remote
Interpreting
Joint creation of value by
the company and the
consumer
Allowing the consumer to
co-construct the service
experience to suit her
context
1
2
49. @WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value in the language service industry
51. @WeAreVoiceBoxer
What are the implications for that?
Focus on product efficiency
Old Paradigm New Paradigm
Focus on engaging and empowering
52. @WeAreVoiceBoxer
What are the implications for that?
Focus on product efficiency
Focus on protection of intellectual
property
Old Paradigm New Paradigm
Focus on engaging and empowering
Give insight into your firm
53. @WeAreVoiceBoxer
What are the implications for that?
Focus on product efficiency
Focus on protection of intellectual
property
Hard to get trust, loyalty, input from
knowledgeable users
Old Paradigm New Paradigm
Focus on engaging and empowering
Give insight into your firm
Gain trust, find loyal and
knowledgeable users, and receive
valuable input from them
54. @WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value in the language service industry
58. @WeAreVoiceBoxer
Why and where is the value to language services?
Value is created
by multiple
stakeholders
working jointly
59. @WeAreVoiceBoxer
Why and where is the value to language services?
Value is created
by multiple
stakeholders
working jointly
Organizational Boundaries
Many
60. @WeAreVoiceBoxer
Why and where is the value to language services?
Competition is
high in all parts
of the value
chain
Value is created
by multiple
stakeholders
working jointly
Organizational Boundaries
Many
61. @WeAreVoiceBoxer
Why and where is the value to language services?
Competition is
high in all parts
of the value
chain
Value is created
by multiple
stakeholders
working jointly
Number of participantsOrganizational Boundaries
Many High
62. @WeAreVoiceBoxer
New technologies
are changing the
industry
Why and where is the value to language services?
Value is created
by multiple
stakeholders
working jointly
Competition is
high in all parts
of the value
chain
Number of participantsOrganizational Boundaries
Many High
63. @WeAreVoiceBoxer
New technologies
are changing the
industry
Why and where is the value to language services?
Value is created
by multiple
stakeholders
working jointly
Competition is
high in all parts
of the value
chain
Number of participantsOrganizational Boundaries Degree of Complexity
Many High High
69. @WeAreVoiceBoxer
“The future belongs to those that can successfully co-create unique
experiences with consumers.”
(Prahalad and Ramaswamy, 2004)
Ultimately, co-creation is a professional attitude
70. @WeAreVoiceBoxer
“The future belongs to those that can successfully co-create unique
experiences with consumers.”
(Prahalad and Ramaswamy, 2004)
Ultimately, co-creation is a professional attitude
“[…] those who succeed will be the ones who embrace new technology
and are willing to explore new, creative solutions for working with
interpreters.”
(Naomi Bowman, 2014)