What are Coproduction Experiences?

There is a paradigm shift in today’s economy. In the past, customers expected companies to do a lot of the work for them. Now, companies are expecting customers to do more of the work themselves. And when the company designs the brand experience effectively, customers respond enthusiastically!

Self check-in at the airport, self checkout at the grocery store, do-it-yourself DNA testing kits, even the self-installation of your digital cable services are all examples of coproduction experiences. The common thread is clear -- customers doing some or all of the work, rather than employees. Customers often find that doing things themselves is faster and more efficient. It provides a greater sense of control, and, in some cases, greater customization of the results. In other words, customers are able unlock more value from the goods and services they buy when they can successfully do things themselves.

So, the next time you are designing your personalized Nike shoes online, installing new software, creating a blog, or visiting the ATM, remember that you are part of a coproduction experience. Sometimes it is nothing more than you getting what you want faster. But ideally it is where you become the cocreator and codesigner of solutions that add value to your life.
(Copyright 2005, Honebein Associates, Inc.)