The consumer as a co-creator

The consumeras a

co-creator

2 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Development LLC. All rights reserved.

Defining the B2ONE experience

The world is home to more than a billion smartphone users. Internet platforms are bringing those billion people together to share ideas and co-create millions of apps. Through mobile devices—and soon, sensors and the Internet of Things—the crowd is becoming personal.

We call the creation of unique customer products and services derived from crowd-based insights the “billion-to-one,” or B2ONE, experience.

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The B2ONE experience involves a set of core capabilities that lead to fundamentally new ways of delivering value to consumers and citizens.

B2ONEElements

Crowd data

Aggregated data from the crowd are used to informthe design and delivery of goods and services.

Adaptive

Customer insights enable astrong feedback loop betweenorganizations and end users, whoare keen to shape the process.

Sensing

Big data, digitalization,sensors, and analytics allow forunprecedented capabilities togather and assess evidence fromecosystem participants.

Behavior

Consumer behavior is monitored in real time.Analytics is used to understand, predict, and shapeongoing customer interactions.




But, how can you create a B2ONE experience for your customers?

There are 5 principles that can help even the most tradition-bound organizations get on the path to B2ONE.



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Shift the organizational focus from products and services to creating an experience.

Successful B2ONE applications focus on solving a problem and creating an experience instead of just selling products and services.

Customers are becoming more involved than ever in the development of new technologies and services, interacting with experts and contributing their own ideas and suggestions.

1




Define the customer problem you want to solve.

Because a key part of the B2ONE experience is user involvement, the organization must give customers a compelling reason to become engaged.

The best reasons involve solving customers’ daily problems better than anyone else.

2




Treat customers like designers.

In the digital age, designers’ success can depend upon how well they respond to and make use of a nearly constant stream of data on customer satisfaction.

Feedback from mobile devices yields a wealth of information on mass and individual consumption behavior. Organizations can use these data to allow their customers to become “codesigners” of the goods or services they receive.

3




Create better and faster feedback loops.

In a B2ONE model, the organization continually collects and analyzes consumer feedback and uses the resulting insights to improve and redesign its offerings. Better and faster feedback loops can thus become engrained in the organization.

These loops can be easy to envision but hard to create. To overcome this difference, organizations must understand customers at a fairly granular level and have the ability to deliver different products to different kinds of customers.

4




Build trust.

Trust is a key ingredient to the B2ONE experience: people won’t share their data with organizations they don’t trust. And let’s face it: Some people find the growing practice of utilizing user data to target and customize offerings a bit creepy.

So how can companies avoid “the creepy factor”? Sharing data should allow users to opt in rather than it being the default. Also, as in any other value exchange, users need to get something valuable in return for their data.

5




The confluence of the crowd, big data, and customer empowerment is shaping new business models that behave more like ecosystems and self-managed networks than traditional value chains.

But today we are seeing only a glimpse of the future possibilities for competitive advantage, market disruption, and societal impact that the B2ONE phenomenon might soon provide.




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Meet the authors

PAUL MACMILLANglobal public sector leader for Deloitte Touche Tomatsu Limited, where he is responsible for the network’s client service innovation to support public-purpose organizations around the world. He is the coauthor of The Solution Revolution

WILLIAM EGGERS responsible for research and thought leadership for Deloitte’s Public Sector industry practice and has advised governments around the world. He is an internationally recognized authority on government reform, columnist, and author of eight books



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About Deloitte University PressDeloitte University Press publishes original articles, reports and periodicals that provide insights for businesses, the public sector and NGOs. Our goal is to draw upon research and experience from throughout our professional services organization, and that of coauthors in academia and business, to advance the conversation on a broad spectrum of topics of interest to executives and government leaders.

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