Two years ago, supplier of webbased CRM software SalesForce launched Idea Exchange. On this website, consumers submit their ideas on how to improve specific products. These ideas are then ranked by fellow users who click on the promote-button. By voting on ideas they value, popular ideas are ranked higher.
The portal SalesForce has set up has been running succesfully for a while now, giving the company the opportunity to study the trends and results. One of their observations is that ignoring popular ideas has an outspoken negative effect. To prevent damage to their image, companies must act on popular suggestions from Idea Exchange.
Co-creation is on the rise but it's still not easy for a brand to portray transparency, openness and involvement. Idea Exchange gives consumers a voice that can be heard, bringing producer and consumer closer together. This also increases customer involvement with a brand. Idea Exchange is apparently a good idea: a clear example that brands would do well to follow.
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