Collaborating With Customer Communities: Lessons From the Lego Group
From the Lego example, some key principles to interact effectively with your customers.
Author(s): Yun Mi Antorini, Albert M. Muñiz, Jr., Tormod Askildsen
Publisher: MIT Sloan Management Review
Date of publication: 2012
Read this article on the publisher's website [MIT Sloan Management Review]
Summary
How does Lego mobilize its customers to create its products? This article analyzes in detail the manner in which the Danish toy manufacturer animates and involves its fan communities to feed its constant innovation. It describes the dawn of the Lego communities, then the progressive strengthening of the relations between the firm and its clients, up to the co-creation stage. The authors draw a few key principles to interact effectively with users: for example, clearly set the rules and the expectations, avoid too general-interest collaboration platforms and instead favor those that have a specific purpose. A precious return of experience from one of the pioneering companies in regards to communities of innovation.
Synopsis
This article is one of the sources used in Manageris’ synopses:
Online communities: How can we develop their value?
Employee, customer or expert communities are a real asset for companies. However, for them to succeed, the organization must involve itself—to a certain extent. How can we create the conditions for such a dynamic?