As times and needs evolve, the role of the consumer has changed. From being isolated, they are now connected; from being unaware, they are now informed. And from being passive in the creation process, they are now participating more actively than ever before.
According to professors Prahalad and Venkatram Ramaswamy in their journal article ‘Co‐creating unique value with customers’, co-creation is ‘the joint creation of value by the company and the customer; allowing the customer to co-construct the service experience to suit their context’. Continue reading “4 tips to kickstart your customer co-creation initiative”