NPD Tales

Ideas Thoughts and Comments on Product Development

Customer Empowerment

In an earlier post (Collaborative Tools – Customer Involvement) I explored how the latest collaborative tools like SharePoint and SamePage are beginning to emphasise the value of customer involvement in new product development.  A recently published paper in the Journal of Product Innovation Management (Customer Empowerment in New Product Development) details some research on the same concept.

Illustrated with examples from Threadless and Muji (but they could also have included Yamaha with their EZ-AG Guitar) the authors describe the difference between ‘creation’ and ’selection’ empowerment and present the results of some research that shows a positive quantified impact from such close customer involvement.

Not every company can invite its customers to submit designs and let them vote which one will be used (like Threadless do with their T-Shirts) but it does seem to be worth spending a bit of time thinking about how you can tap into the creativity and decision making of your customer base…

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