73
@WeAreVoiceBoxer What Is Co-Creation and Why Is It a Competitive Advantage? Andrea Baccenetti Co-Founder and COO
| Date post: | 17-Jul-2015 |
| Category: |
Business |
| Upload: | voiceboxer |
| View: | 135 times |
| Download: | 0 times |
@WeAreVoiceBoxer
What Is Co-Creation and Why Is It a Competitive Advantage?
Andrea Baccenetti
Co-Founder and COO
@WeAreVoiceBoxer
“Sure, companies have strived over the years to build more trusting relationships with
stakeholders and to involve them more deeply in solving problems…
(Prahalad and Ramaswamy, 2010)
@WeAreVoiceBoxer
“Sure, companies have strived over the years to build more trusting relationships with
stakeholders and to involve them more deeply in solving problems…
The reality is that the experiences of most stakeholders still get short shrift. That’s
because the stakeholders have no significant say in designing them.”
(Prahalad and Ramaswamy, 2010)
@WeAreVoiceBoxer
“Sure, companies have strived over the years to build more trusting relationships with
stakeholders and to involve them more deeply in solving problems…
The reality is that the experiences of most stakeholders still get short shrift. That’s
because the stakeholders have no significant say in designing them.”
(Prahalad and Ramaswamy, 2010)
@WeAreVoiceBoxer
Agenda
@WeAreVoiceBoxer
Agenda
What co-creation is
@WeAreVoiceBoxer
Agenda
What co-creation is What firms have to do in order to co-create
@WeAreVoiceBoxer
Agenda
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience
@WeAreVoiceBoxer
Agenda
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
@WeAreVoiceBoxer
Agenda
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value to the language services industry
@WeAreVoiceBoxer
@WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value to the language service industry
@WeAreVoiceBoxer
A management practice aimed at bringing different parties together in order produce
a mutually valuable outcome
What Is Co-Creation?
@WeAreVoiceBoxer
A management practice aimed at bringing different parties together in order produce
a mutually valuable outcome
What Is Co-Creation?
@WeAreVoiceBoxer
These trends are affecting all industries
@WeAreVoiceBoxer
These trends are affecting all industries
Consumers are informed, networked and active
@WeAreVoiceBoxer
These trends are affecting all industries
Consumers don’t want to have products imposed
on them
@WeAreVoiceBoxer
These trends are affecting all industries
People want to engage with organizations
@WeAreVoiceBoxer
These trends are affecting all industries
Consumers can choose to have a relationship based on how firms create value
@WeAreVoiceBoxer
The firm-centric view of the world is being challenged by communities of connected, informed, empowered, and active consumers
These trends are affecting all industries
@WeAreVoiceBoxer
Stakeholders want more and more
significant say in their relations with firms
@WeAreVoiceBoxer
Stakeholders want more and more
significant say in their relations with firms
Firms must find new creative ways to
engage with stakeholders
@WeAreVoiceBoxer
Co-CreationStakeholders want
more and more significant say in their relations with firms
Firms must find new creative ways to
engage with stakeholders
@WeAreVoiceBoxer
Co-Creation
What it is not What it is
@WeAreVoiceBoxer
Co-Creation
What it is not What it is
The firm trying to “please” the consumer
Joint creation of value by the company and the consumer
1
@WeAreVoiceBoxer
Co-Creation
What it is not What it is
The firm trying to “please” the consumer
Transfer or outsourcing of activities to consumer
Joint creation of value by the company and the consumer
Allowing the consumer to co-construct the service experience to suit her context
1
2
@WeAreVoiceBoxer
Co-Creation
What it is not What it is
The firm trying to “please” the consumer
Transfer or outsourcing of activities to consumer
Customization of products and services
Joint creation of value by the company and the consumer
Allowing the consumer to co-construct the service experience to suit her context
Creating an experience environment in which the consumer can have active
dialogue and co-construct personalized experiences
1
2
3
@WeAreVoiceBoxer
Many companies have already started
@WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value in the language service industry
@WeAreVoiceBoxer
“Firms must learn as much as possible about the consumer through rich dialogue that evolves
with the sophistication of consumers”
What do firms have to do to co-create?
(Prahalad and Ramaswamy, 2004)
@WeAreVoiceBoxer
Here’s an example
@WeAreVoiceBoxer
@WeAreVoiceBoxer
@WeAreVoiceBoxer
@WeAreVoiceBoxer
@WeAreVoiceBoxer
@WeAreVoiceBoxer
It’s a Win-Win situation
Consumer Firm
@WeAreVoiceBoxer
It’s a Win-Win situation
Consumer Firm
Is empowered by the firm Engages and empowers consumer
@WeAreVoiceBoxer
It’s a Win-Win situation
Consumer Firm
Is empowered by the firm
Crafts the experience they want to have with the firm
Engages and empowers consumer
Doesn’t impose products to consumer
@WeAreVoiceBoxer
It’s a Win-Win situation
Consumer Firm
Is empowered by the firm
Crafts the experience they want to have with the firm
Gets the products they ask for
Engages and empowers consumer
Doesn’t impose products to consumer
Produces products with established demand
@WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value in the language service industry
@WeAreVoiceBoxer
VoiceBoxer is a multilingual web platform for
presentations and webinars that lets you reach an
audience in any language
@WeAreVoiceBoxer
Channel Partners
Interpreters
Customers
Our Experience with Co-Creation
@WeAreVoiceBoxer
Channel Partners
Interpreters Customers
Joint creation of value by the company and the
consumer
Allowing the consumer to co-construct the service experience to suit her
context
Creating an experience environment in which
consumers can have active dialogue and co-construct personalized experiences
1
2
3
@WeAreVoiceBoxer
Channel Partners
Interpreters Customers
Creating an experience environment in which
consumers can have active dialogue and co-construct personalized experiences
3
Access to building a system on the forefront
of Video Remote Interpreting
Joint creation of value by the company and the
consumer
Allowing the consumer to co-construct the service experience to suit her
context
1
2
@WeAreVoiceBoxer
Channel Partners
Interpreters Customers
Creating an experience environment in which
consumers can have active dialogue and co-construct personalized experiences
3
Access to and influence on new technologies
Access to building a system on the forefront
of Video Remote Interpreting
Joint creation of value by the company and the
consumer
Allowing the consumer to co-construct the service experience to suit her
context
1
2
@WeAreVoiceBoxer
Channel Partners
Interpreters Customers
Have a say in what the product will be and prioritization of technical developments according to their experiences
Creating an experience environment in which
consumers can have active dialogue and co-construct personalized experiences
3
Access to and influence on new technologies
Access to building a system on the forefront
of Video Remote Interpreting
Joint creation of value by the company and the
consumer
Allowing the consumer to co-construct the service experience to suit her
context
1
2
@WeAreVoiceBoxer
Channel Partners
Interpreters Customers
Have a say in what the product will be and prioritization of technical developments according to their experiences
Meetings, testing, surveys, constant engagement
Creating an experience environment in which
consumers can have active dialogue and co-construct personalized experiences
3
Access to and influence on new technologies
Access to building a system on the forefront
of Video Remote Interpreting
Joint creation of value by the company and the
consumer
Allowing the consumer to co-construct the service experience to suit her
context
1
2
@WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value in the language service industry
@WeAreVoiceBoxer
What are the implications for that?
Old Paradigm New Paradigm
@WeAreVoiceBoxer
What are the implications for that?
Focus on product efficiency
Old Paradigm New Paradigm
Focus on engaging and empowering
@WeAreVoiceBoxer
What are the implications for that?
Focus on product efficiency
Focus on protection of intellectual property
Old Paradigm New Paradigm
Focus on engaging and empowering
Give insight into your firm
@WeAreVoiceBoxer
What are the implications for that?
Focus on product efficiency
Focus on protection of intellectual property
Hard to get trust, loyalty, input from knowledgeable users
Old Paradigm New Paradigm
Focus on engaging and empowering
Give insight into your firm
Gain trust, find loyal and knowledgeable users, and receive
valuable input from them
@WeAreVoiceBoxer
What co-creation is What firms have to do in order to co-create
VoiceBoxer experience Implications
Why and where is the value in the language service industry
@WeAreVoiceBoxer
Why and where is the value to language services?
@WeAreVoiceBoxer
Why and where is the value to language services?
Co-creation is viewed as the future of competition
@WeAreVoiceBoxer
Degree of Complexity
Org
aniz
atio
nal
Bo
un
dar
ies
Number of participants
(Pricepoints, 2012)
IndividualLed
CompanyR&D
CrowdSourcing
InnovationCo-Creation
Why and where is the value to language services?
@WeAreVoiceBoxer
Why and where is the value to language services?
Value is created by multiple
stakeholders working jointly
@WeAreVoiceBoxer
Why and where is the value to language services?
Value is created by multiple
stakeholders working jointly
Organizational Boundaries
Many
@WeAreVoiceBoxer
Why and where is the value to language services?
Competition is high in all parts
of the value chain
Value is created by multiple
stakeholders working jointly
Organizational Boundaries
Many
@WeAreVoiceBoxer
Why and where is the value to language services?
Competition is high in all parts
of the value chain
Value is created by multiple
stakeholders working jointly
Number of participantsOrganizational Boundaries
Many High
@WeAreVoiceBoxer
New technologies are changing the
industry
Why and where is the value to language services?
Value is created by multiple
stakeholders working jointly
Competition is high in all parts
of the value chain
Number of participantsOrganizational Boundaries
Many High
@WeAreVoiceBoxer
New technologies are changing the
industry
Why and where is the value to language services?
Value is created by multiple
stakeholders working jointly
Competition is high in all parts
of the value chain
Number of participantsOrganizational Boundaries Degree of Complexity
Many High High
@WeAreVoiceBoxer
Degree of Complexity
Org
aniz
atio
nal
Bo
un
dar
ies
Number of participants
(Pricepoints, 2012)
IndividualLed
CompanyR&D
CrowdSourcing
InnovationCo-Creation
Why and where is the value to language services?
@WeAreVoiceBoxer
Conclusion
Co-creation of experiences is key to having new sources of competitive advantage
@WeAreVoiceBoxer
Conclusion
Co-creation of experiences is key to having new sources of competitive advantage
Co-creation is an enormous opportunity for firms that figure out how to harness it
@WeAreVoiceBoxer
Channel PartnersInterpreters Customers
Engage with companies that empower them to craft their experience in order to…
One perspective
perform their job
access new services
satisfy their stakeholders
@WeAreVoiceBoxer
Ultimately, co-creation is a professional attitude
@WeAreVoiceBoxer
“The future belongs to those that can successfully co-create unique experiences with consumers.”
(Prahalad and Ramaswamy, 2004)
Ultimately, co-creation is a professional attitude
@WeAreVoiceBoxer
“The future belongs to those that can successfully co-create unique experiences with consumers.”
(Prahalad and Ramaswamy, 2004)
Ultimately, co-creation is a professional attitude
“[…] those who succeed will be the ones who embrace new technology and are willing to explore new, creative solutions for working with interpreters.”
(Naomi Bowman, 2014)
@WeAreVoiceBoxer
A question to leave you with
@WeAreVoiceBoxer
What are YOU doing to shapethe future of our industry?
A question to leave you with
