Co-opting Customer Competence
How can you set up a close cooperation with your customers?
Author(s): C.K. Prahalad, Venkatram Ramaswamy
Publisher: Harvard Business Review
Date of publication: 2000
More and more companies implement extended collaborations, be they with their business partners’ network, between enterprises with common interests, or even occasionally with competitors. But up until now, managers have underestimated the role of customers as potential partners, C.K. Prahalad and Venkatram Ramaswamy tell us. Indeed, an increasing number of consumers wish to participate in the development of products and services they feel are important. Some are even inclined to contribute their time and competencies. How to lean on such a welcomed contribution? This thorough article explains how to set up an extensive cooperation with consumers. It notably demonstrates how pioneering firms set up a continuous and fruitful dialogue with their clients, and build with them a more relevant customer experience.
This article is one of the sources used in Manageris’ synopses:
Collaborate with your customers
While the digital revolution has given consumers the possibility to involve themselves in the life of companies, very few businesses actually take advantage of this opportunity. How can you transform your consumers into privileged partners?