Executive Q&A: Customer Experience Co-Creation

Despite professed customer centricity, many firms don't think to involve customers, employees, or key delivery partners in the experience design process. This oversight costs firms precious time and resources as they roll out experiences that customers don't want or can't use. To design differentiated experiences that actually meet customers' needs, customer experience professionals must bring together people from across the customer experience ecosystem to help synthesize research data, ideate possible solutions, create prototypes, and provide feedback. This participatory inclusive process is called co-creation. This report answers customer experience professionals' most common questions about how and why to implement co-creation.