Building Customer Relationships Using an Effective Co-creation Approach

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The Importance of Building Customer Relationships

Building customer relationships is absolutely essential to staying competitive in business. The market is constantly changing and customers change as well. Building customer relationships allows the organization to gain valuable insight on what is happening with customers now and where the market is heading to in the future.
How do you deeply understand customers and build these important relationships? Traditional methods involve performing market analysis and extensive research. This is most often accomplished with the help of an expert or a business consultant. While they provide valuable information, information alone will not enable the organization to truly understand what matters to customers.

Using a Co-creation Approach

A co-creation approach is incredibly effective to helping organizations identify what is important to customers now and what will continue to matter in the future. A co-creation approach makes it possible for all of the key players to actively contribute to solving a complex problem that matters to customers, and as a bi-product, acquire a deep understanding of customers that just isn't possible any other way.
Developing a deeper understanding of customers involves looking at the customer from every angle and thoroughly understanding the customer's journey. In order to solve this complex corporate problem, information must be gathered from a number of different sources that can detail the following processes:
  • Discovering and researching the company
  • Buying a product
  • Taking delivery of the product
  • Customer support
Many of the sources of this information are from within the organization. The people within the organization who already deal with customers have extremely valuable knowledge about what is working and what is not working for building customer relationships.
A co-creation approach to building customer relationships will present unique challenges. This approach requires effective knowledge sharing from both inside and outside sources. Traditional large group communication is very limited in its effectiveness because of large group dynamics. Bringing together a group of people with different backgrounds involves managing egos and finding a communication system that allows everyone to contribute evenly to developing a solution.

Effectively Enabling Large Group Communication

The top global orchestration firms allow organizations to leverage effective large group communication to holistically solve defining corporate challenges.  A global orchestration approach involves quickly identifying key players and providing a communication system that eliminates the traditional limitations of large group communication.
Devising and adopting new strategies for building customer relationships will often include making changes to the way the organization innovates.
Using a co-creation approach greatly increases buy-in across the organization. The departments and people affected by the changes have actively contributed to the solution and are much more likely to put the new strategies into motion. Leadership is aligned and this greatly increases the rate of mobilization for any solution. The effective mobilization of a strategy is nearly as important as the strategy itself.
Discover the innovation that is possible through a holistic approach to solving complex problems. Develop and mobilize innovative strategies for building customer relationships.

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