Co-creation: Where a customer focus drives innovation and efficiency [5 Reading Tips]

Source: JZhuk - Fotolia
Source: JZhuk – Fotolia
Co-creation is nothing new. However, it is a strategy that, despite of its multiple benefits for companies, is still far from taking roots because of all that it implies: engaging customers openly and transparently and, especially, sharing detailed data with them. However, the release of the shortlist of proposals for a new Mozilla logo, behind which there’s a new global identity of the open web pioneer, brought co-creation back into the spotlight.
In a world where companies are increasingly focused on their customers and where more companies structure their organisations and processes around their customers, it is surprising that the number of initiatives to make them participate actively in the brands’ day-to-day is still low.

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