Article from Harvard Business Review on Co-creation.
Short and to the point.
In my experience, customers love these processes and gain a great deal from them.
I’m amazed that organisations don’t do these more.
After all, this is an opportunity to ask your customers what they want in your next product and what you need to do in order for them to buy the product or service.
More importantly though than the outcome itself, co-creation builds a closer relationship with your customer. This increase in trust and transparency is the real value.