We is 17 million x I

Article in Marketing Tribune

2012 is the year of the customer. Not only because declining demand in almost all sectors is resulting in a buyer's market, but also because new technologies are increasingly giving the customer more say. Trend watchers are reaching the same conclusion. "So what does this mean for me?" you might be wondering as producer or supplier.

In January, Nyenrode Business University and RTL Z organised a master class called ‘The Customer at the Helm'. A wide audience wanted to know how Zwitsal got the customer to think up a product - Eau de Zwitsal - via Hyves. And how TNO (Netherlands Organisation for Applied Scientific Research) arranged for suppliers - instead of the Original Equipment Manufacturers (OEMs) - to conceive the product themselves. What all these case studies have in common is that it's not just about listening to the customer, it's about getting the customer to do it himself.

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Author(s)
Onno Ponfoort

Title
We is 17 million x I
Source
Marketingtribune 2012 nr. 2 (07-02-2012)

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