Full citation

Kristensson, P., Matthing, J., & Johansson, N. (2008). Key Strategies for the Successful Involvement of Customers in the Co-Creation of New Technology-Based Services.International Journal of Service Industry Management, 19(4), 474-491.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: The article discusses the benefits of co-creation and user involvement with new product development projects. A case study was done with 38 participants who were provided with a cell phone and asked to note down any new ideas they may have for a future mobile phone service. Five project workshops were conducted amongst the companies project staff. From these meetings 7 key strategies for implementing a user involvement project were developed.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Primary Findings

Tip: The empirical data gathered during the present study suggests that a user involvement project during NPD should consider the following key strategies (research propositions): (1) users identifying needs in their own setting of use; (2) users identifying needs in their various roles; (3) providing users with analytical tools; (4) motivating users via the apparent benefit to be gained from their involvement; (5) non-reliance on brainstorming when generating ideas; (6) users not having too much knowledge of technology; and (7) the involvement of a heterogeneous group of users to ensure that a diversity of ideas is provided for future services.
Case study findings
Occurrence of finding within the model: Step 1.2, Step 1.1

Secondary Findings

Tip: Customer involvement implies going beyond merely asking customers what they want, as in traditional market research; rather, customer involvement entails non-verbal learning by practical involvement which elicits latent needs. (Matthing et al. [2004])
Occurrence of finding within the model: Step 4.11