Customer Collaboration, Involvement In Complex, Luxury Markets. Is It Possible?
By Thomas Sychterz for ENGAGE:Affluent / Mediapost.com
The first thing a lot of people think about when they hear about customer collaboration and co-creation is, “That’s great. But I work in a very complex industry. There’s no way this will ever work for me.” However, Harley-Davidson, BMW and Ducati have all found success in running customer collaboration programs. Personal transportation is a lifestyle-intensive market segment in the same way that clothing, cosmetics or electronics are. They help people define who they are and show that to the world around them. What we can learn from these leading companies can be extrapolated to other luxury goods industries to help enlighten the path towards customer-driven innovation.
Now, let’s take a look at why they began these innovative initiatives, and how they went from the drawing board to product success.