The 3 Steps to Complete Co-Creation

Co-creation no longer is an empty buzzword. Companies need to cooperate with their audiences to create unforgettable experiences. Read our 3 tips here!

Personalization is one of the buzzwords that seems to have caught on for good. It has increasingly become more and more important. Customers specifically care deeply for personalized experiences. Now it’s up to companies to offer them exactly that. This is also a point raised in The 7 Principles of Complete Co-Creation, written by Stefanie Jansen and Maarten Pieters.

Jansen and Pieters quote that mass-driven approaches don’t work anymore. When you’re trying to build a solid connection with your customers, an approach used for every member of your audience won’t suffice. Hence, the way to truly build a sturdy relationship with customers is by employing a co-creation strategy.


Customers are done putting up with brands that constantly bombard them with television commercials or advertisements in their daily newspaper. Besides, the customers of today no longer consume communication in the same way customers did ten or twenty years ago. People surf on the go, create content themselves and use less traditional forms of media. It’s then no wonder that the communication strategies from a couple of years ago are out of date.

Moreover, more and more companies are starting to realize that a one-size-fits-all strategy won’t suffice. Besides, end users prefer to use services or products from businesses that use personalized communication strategies. So, you might ask, how do I recognize a co-creation organization?

Well, firstly, in co-creation organizations, the organization itself starts sending fewer messages. Its focus shifts to seeking interaction with its audience. Besides, a company that has embraced co-creation, is becoming less dominant and starts welcoming the interactivity between the different parties. We’ll show you which points you need to tackle to implement the co-creation strategy in your organization for best results.

Step 1: Provide personalized content

As we’ve already mentioned, customers no longer put up with standardized messages. They want to read, see or experience content that has been personalized to their liking. Firstly, messages need to be altered to your customer’s personal situation. Let’s say they recently bought a shirt in your company. You could then send an e-mail in which you make suggestions for additional styling. By doing so, you engage in a personalized conversation with your consumers.

Step 2: Involve everyone

Essential to good co-creation is involving everyone in the process. You cannot achieve good results if your project is carried out by managers and if others don’t have a say in the process. That’s why companies must involve everyone in the organization.

This is also something that we, at 2imagine, value dearly. Companies will triumph if they cooperate with everyone in the organization, low- and high-level.

The myth of the lone genius having a Eureka moment that changes the world is indeed a myth. Most innovation is the result of long hours building on the input of others.

Chris Anderson, TED Curator

This principle of involving everyone in a project is at the core of 2imagine’s mission. We care deeply about involving different roles when a new project or task is being rolled out. And that is being reflected in the products we roll out: managers, designers and end users all cooperate to achieve a great result together. Besides, 2imagine provides solutions for multiple sectors. Both local governments, agencies, brands and retails can all utilize the solutions 2imagine offers.

Step 3: Listen to ideas

Somewhat similar to the previous step, this step states organizations should listen to the other parties involved in the process. Organizations should firstly listen to critique and suggestions from end users. After all, they’re the ones who experience the product first hand. Moreover, they know where any shortcomings of the product or service might be situated. Listening to your audience is thus important if you want to know what makes your product good and if any improvements can be made.

Moreover, if you want to develop a new product, organizing focus groups is also a great way to gain insights into the needs of customers. That’s also a point Niek Janssen, Global Product Marketing Manager at Signify cites in The 7 Principles of Complete Co-Creation.

It really helps if you involve end users in a really early stage, even before anything of the product development process has taken place. This most definitely simplifies the strategic decision process. Moreover, it has a very positive effect on the quality of the first product propositions.

Niek Jansen, Global Product Marketing Manager at Signify

Listening to your customer’s experiences thus proves to be of great importance. First off, it can help you develop a better product. Besides, it serves as an admirable tool for improving that product right after you introduced it to the market. And last but not least, it helps marketers to better understand their customer’s language and desires.

Co-creation for sustainable success!

Cooperating with the different departments and roles within an organization proves to have a vast impact on the success of a company. However, that success is not limited to profits only. A company mainly benefits from an improved relationship with its customers. If an organization is willing to listen to its customers’ needs and decides to use that advice, the organization creates a product of better quality. Moreover, the audience feels respected and is an important link in the creation process of products.

So, what are you waiting for? Co-creation is everything you need and more in an organization! Which steps are you definitely implementing or are you already using one of these techniques? Don’t forget to leave your thoughts in the comments!