2. Collaboration phases between company and customer

Co-innovation is a process in which customers and companies join forces to create products and experiences. In this way, customers are contributors and creators, holding a share of knowledge about potential innovations, and playing an active role in their consumer experiences.

This collaboration takes place throughout the innovation process and, more specifically, in four main phases in which the customer contributes its knowledge and viewpoints.

The co-creation phase: this involves bringing certain consumers into play, in order to optimize an original creation. This process of outsourcing ideas to creative, experienced customers gives them the opportunity to give their opinion on what should be developed, produced, commissioned or transformed. This collaborative approach is known as "consumer made", with two distinctions: