Customer involvement in value creation.docVIP

 PAGE \* MERGEFORMAT 10 Customer involvement in value creation A lot of good business practice has shown that, from suppliers to manufacturers, retailers, until the customer’s value chain, with customers throughout the value chain, the role has gradually beyond the traditional buyer-seller relationship, and to become value creators. Customer participation in all aspects of value creation, can greatly enhance the success rate of product development, improve the degree of satisfaction. As the market increasingly competitive, companies finally realized that only by meeting the real needs of customers in order to survive, but found the best way to customer needs is to allow customers to express themselves this demand. We must recognize the value of the product is determined by the customer, and therefore the customer factor in introducing the product development process is necessary. Traditional marketing in product development from the collection and analysis of information to identify the needs of customers beginning. In fact to understand customer needs also to their own customers. According to Harvard Business School’s latest survey, listing of new products and 57% were created directly by consumers. MIT Sloan School of Management, the findings demonstrated that the success of new products for civilian, 60% ~ 80% of the recommendations from users, or users using the process of innovation. Customer participation in value creation can reduce the perceived risk. For customers, the use of products and services are receiving varying degrees of quality risk. Through participation in value creation, customers can be specific about businesses, products, services, brands and other related information, so customers can reduce the product (service) quality of risk perception, thus reducing the perceived loss of customers, increasing customer perceived value. 1, the customer participate in new product design New product development process is a risk process in the