Co-creation marketing

Significant changes in customer behavior and rapid growth of social networking, and new communication and information technologies transformed interactions between individuals and companies and created a new platform for value creation. Nowadays customers play an active role in interactions with companies taking part in value creation. Customer engagement in value creation process creates new frontiers for the companies and gives them a wide range of advantages because customers can bring new knowledge and experience that have not been available for the producers. But this transformation requires from companies to shift their thinking and practices towards co-creation and build new management processes and organizational capabilities for co-creating value. Companies should establish new engagement platforms and environments of experiences that facilitate customer interactions with a company's products, processes, employees, as well as customer communities, to co-create value. Having the right approach to value co-creation can enhance the customer experience and help companies improve their innovation and customer relationship management capabilities. Or being easier... Let's co-create!