Customer Co-Creation from the Coalface

At the FT Innovate conference, discussions were held on customer co-creation. It was highlighted that business empathy is rarely taught or recruited for, and there was a consideration for the importance of identifying collaboration skills for successful partnerships. The top 1% of customers were also discussed as active innovators, with suggestions for companies to host online and offline conversations with customers to find ideas and turn them into investable propositions. The need for companies to buy from as well as sell to their customers was discussed, with the discovery of unexpected subsets of entrepreneurial customers.