To Charge Up Customers, Put Customers in Charge

Nice little piece in the Times on prosumers, customer involvement, user-generated content et al.


“Some of the ideas from customers are striking, but impossible to make,” […] What tends to work best, […] are intriguing twists on design themes that he and his colleagues are already exploring. “But even submissions we can’t make add to the stimulation,” he added. “Our customers get more involved, and we get insights into who they are and what they’re doing. It’s better for both of us.”


More interesting stuff: the concept of lead-user involvement as applied to marketing by Jones Soda,

creating more ways for customers to exercise ownership of the brand

in combination with a high-return business line of personalized soda bottles …

Comments are closed.