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Until recently, companies were making nearly all the choices for their consumers. Products were conceived with a set of designers, engineers and finance people, i.e. people whose main agenda was not so much about the customers’ needs. Market studies were done to determine possible opportunities to create and launch a new product and then tests were run on a panel of customers. Products were adapted but it was never optimum. Few customers were actually taking part in the process of creation and most of the time; the most successful products were the ones with the best marketing and advertising campaign (and maybe the more money behind it).
But as social medias are implementing a change of mind, where engaging is the new way to gain customer’s attention and to benefit from their ideas for almost nothing, we are entering in a new era: the Era of the customer.
The engaging process that is happening right now will see a transfer of power take place. Customers have been willing to participate in the creation process of the products they use on a daily basis in order to make them better. People don’t want to be passive anymore as social medias are finally giving them a voice. Firms have heard the consumers call and they are answering. Now a new way of being extremely creative, maintaining the centre of attention while sparing the money has emerged – economic crisis averted. Budgets are lowered for everyone and it might seem like we are heading towards a less money-oriented world but more creative, with more interaction. Could technology be making us more human?
I remember seeing this US TV show where one of these cool design companies from the Silicon Valley was supposed to reinvent the grocery cart. The first thing they did was to go and meet the day to day users of this product meaning the consumers – like you and me – and the guy who is in charge to park all those. Well these type of actions are great but most companies just didn’t have the time nor the money to do these kind if things. Now this can be done for any company regardless of the budget, manpower, and creative skills. You can and you must interact with your customers or you will fall behind.
I spoke with one of my friends recently who said something pretty naïve but also damn right. When you go to the drugstore, if your prescription says 3 pills a day for 5 days, why would you need a box of 20 pills? Why the waste in terms of money and in terms of medicine?
As customers are getting more and more involved into the creation process, they will design products perfectly adapted to their needs. Undoubtedly, companies will benefit much from it, as people will be more willing to buy a product that is theirs, not mentioning that using other people’s creativity will spare money for these companies that are already on a tight budget.
Though costumers with more power will certainly mean more demanding customers. As soon as they will be sufficiently implied in the co-creation process and as soon as they will measure the transfer of power – notion of power with – they will ask for more at some point. Why not think of a retribution process? After all, time is money…
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Comments
03.17.10
Great notions... in Martin Neumeier's Book "ZAG: The #1 Strategy of High-Performance Brands," he mentions something similar - don't try to come up with a great product, it won't work. Instead, look at the consumer population and find something that they already want/need. Rather than thinking about a great new idea, find an unanswered need.
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