Co-Creation: What is it and why is it important?
The Technology Innovation Management Review defines co-creation as âany act of collective creativity that is experienced jointly by two or more peopleâ They go on to state that this is different from collaboration because with collaboration, the end goal is known ahead of time, whereas with co-creation it is not. Â What this means for companies that are interested in co-creation is that their customers and consumers would assist said company with developing products, websites, design projects, or really anything that youâd want your customers to like (and really, what donât you want them to like).
Co-creation can be beneficial to companies because youâre assured that your consumers are going to be happy with whatever product youâre releasing. Â Instead of relying on your (brilliant!) employees to intuit what the customerâs wants and needs are, youâre going to that customer and asking them directly âwhat do you want from us?â and âwhat are your needs when it comes to our company?â. Â Their responses are then incorporated into your final product, making them a partial creator. Â This has multiple benefits - 1. Since they helped design your product, they are almost guaranteed to like it, and 2. They will feel like a part of your company, and be more likely to buy that product, be loyal to your company, and participate in other co-creation efforts in the future.
Co-creation only works if the relationship is mutually beneficial. Â Your benefits as a company are fairly obvious. Â Youâre tapping into the consumer brain and producing a product that they are guaranteed to like and therefore, buy. Â They are benefitting in much the same way. Â They are getting a product (from you) that they had a hand in creating. Â They are getting their needs met (by you) in exactly the way they asked for. Â Both parties leave happy - you have additional support for your company, and the consumer has a product that they are satisfied with.
âEspecially with branding, co-creation is key to unleashing market potential. Your company will be more in-tune with the consumersâ likes and dislikes, and less likely to waste money, time and resources on unproductive efforts. If your audience feels connected to your product or service, those people are more likely to recommend your company via word of mouth or social media. Â Besides boosting quality, co-creation can also help your company cut costs. You wonât have to go back to the drawing board as much when your audience participates in the creative processâ (Social Enterprise UK)
Co-creation seems constructive, but are companies actually using it? Â And if so, are they benefitting from it? Â This video shows several examples of co-creation being used successfully by for-profit companies.
So its pretty obvious how for-profit companies can use co-creation to their benefit. Â Almost all of these companies are putting out products on a regular basis, so why not get consumer input on at least a few of them? Â Makes sense. Â However, most non-profits arenât putting out physical products that people can buy, so how can they use co-creation to their benefit?
While non-profits might not have material products, there are still a lot of consumers of their intangible products. Â This could be the companyâs brand, their website navigation and ease of use, and even how they are using their funds to help the needy.
Say your favorite non-profit doesnât have a very easy to use website, and they know it. Â They reach out to their supporters to ask for help with what they would like to see in their revised website. Â You suggest a donation button right on the homepage. Â When the new website is unveiled, you see theyâve taken your suggestion and there is the donation button on the homepage just as youâve suggested. Â Now arenât you more likely to continue to visit that web page, and arenât you also more likely to click that donation button? Â Now imagine if they hadnât asked for help and just came up with a website they liked. Â Maybe theyâve got lots of fancy graphics or beautiful photographs, but you canât find out where to volunteer, and thereâs no donation button to be found. Â Its likely you wonât want to visit their website much anymore, and youâre certainly not going to click on a donation button that you canât even find!Â
So if co-creation produces such perfect products and fervent loyalty, why isnât every single company creating every single product using co-creation? Â It seems as though it cuts down on costs while simultaneously giving the customer and the company exactly what they want. Â Are there any downsides? Â Of course, nothing is perfect. Â It is often difficult to work with consumers, if merely for the fact that it is unfamiliar. Â Opinions of consumers can differ dramatically, both with each other and with your company and its mission. Â Employees can also feel ousted by this process. Â Often itâs their job to intuit what the consumer needs and give it to them - now youâre going straight to the consumer and asking. Â These concerns shouldnât be overlooked, but if you have a willing and able community, they can easily be addressed and overcome. Â The benefits often outweigh the drawbacks.
Co-creation is a great way to get input and work with your consumers to come up with stellar products. Â While it may not be appropriate for everything you do, it could certainly come in handy, especially since so many companies are jumping on the co-creation bandwagon.
Written by Interactive for Good Intern, Carissa Tsiris
