User integration
Under user integration is understood that customers active in the production and innovation process of a company are involved. This can be done in different ways and at several points in the value chain . In the case of innovations in particular, user integration can serve to obtain the opinions and suggestions of future customers early on in order to optimize the product for market needs . This also increases the sustainability of new products.
Types of user integration
Claims formulator
The user formulates problems, requirements and needs that then trigger the innovation process. The company then has to work out solutions. For example, customers of professional image processing and animation software have certain requirements for the programs they receive, with missing features and new requests for future versions being reported to the manufacturer.
Ideas supplier
The user formulates and expresses the ideas for future products, which are then implemented. The pen & paper role-playing game publisher White Wolf actively involves the users of the official forum in generating ideas. Ideas for new books are discussed by users and, if necessary, implemented, whereby the idea supplier is sometimes further involved as an author or co-author.
Evaluator
The user evaluates ideas, concepts, prototypes, products and services before starting the development of the product. In this way, problems in the concept are identified at an early stage and can be rectified before time-consuming corrections are necessary in development or production.
(Co-) developer
Users actively support the development of concepts, prototypes, products and services and, if necessary, provide solutions to problems that arise.
(Co) configurator
The user selects from options, for example he himself determines a television or radio program from a given selection. On-demand platforms such as Telekom Entertain are examples in which the user configures his own program from a given offer. Another example are vehicle configurators on the websites of car manufacturers, for example Volkswagen or Mercedes .
Tester
The users carry out practical tests of prototypes, products and services and create reports that the developers can use to further improve the product and correct errors. Online games such as World of Warcraft or Guild Wars 2 offer open and closed beta phases in which players can test new content and versions in advance and send bug reports to the manufacturer.
Marketer
The user carries out marketing support as a reference customer, first time customer and opinion leader and acts as an advisor for other customers. Viral effects are used especially in the film and television sector in order to address users directly. Films like Iron Sky or Repo! The genetic opera were mainly made known through word of mouth . Even open source projects such as Linux distributions, or programs like Gimp and Blender 3D use these effects, as traditional marketing measures such projects do not offer.
Suitability of the customer
A distinction is made between three criteria as to whether a customer is suitable for user integration:
- Skills and competence as well as the time that he can contribute.
- Willingness and motivation to participate in the production process.
- The relationship of trust, dependency and competition has a decisive influence on the efficiency of the cooperation.
Lead users , i.e. trend-leading users who can offer the company sustainable problem solutions in the idea generation phase, are of the greatest importance in the early development phases. It is assumed that lead users are ahead of the market in terms of their ideas and visions. As a result, a company expects success in the market by working with lead users.
The testing and evaluation of the first prototypes should initially be carried out with experienced users in order to identify and correct serious problems and then with representative users in order to evaluate the suitability of the product for everyday use.
Finally, customers are involved who, as first- time customers , are suitable for making the product known further and generating further customers. Bloggers , who can reach a large number of readers with their contributions, are particularly interesting here.
Importance for customer loyalty
The fact that the user can influence the creation process in various ways, as described, not only increases customer satisfaction with the final purchase, but also increases the customer's sense of belonging to the company. Central to the purchase of products available on the Internet expert blogs and - forums . If active users of these platforms are integrated into the product's innovation process, they act as opinion leaders and can generate or advise further potential customers. In addition, through the use of social networks and forums, it is possible to conduct dialogues between employees and users, to advance projects and to draw on a large pool of knowledge at short notice that the company would otherwise not have.
Should take the long-term customer for products such as online role playing games reduces the risk that users migrate to alternatives if they feel taken seriously by the operator and the ideas and wishes of the community in new versions or add-ons are integrated . The same applies to computer programs whose payment model is based on long-term service. In addition, new, qualified employees can be won for the company from particularly active users.
Sustainability of user integration
By integrating lead users as described , it is possible to develop innovations that fit the market before the market needs these products and services. This means that the company does not have to react to new circumstances with products planned at short notice, but can act as a pioneer. This creates sustainability in the product cycle . At the same time, the risk of the product failing is reduced. However, in order to ensure long-term sustainability for the company, the principle of user integration must be integrated into the corporate culture .
literature
- Laura Dorfer: Customer co-producer. Framework conditions and perspectives for interactive value creation in the social web. Diplomica Verlag, Hamburg 2011, ISBN 978-3-8428-6039-1 .
- Klaus Fichter: Models of user integration in the innovation process. Institute for Future Studies and Technology Assessment, Berlin 2005, ISBN 3-929173-75-1 .
- Ev Hippel: Lead Users. A source of novel product concepts. In: Management Science. Vol. 32, 1986, pp. 791-805.
- Ev Hippel: The sources of innovation. Oxford University Press, New York / Oxford 1988, ISBN 0-19-504085-6 .
- Felix Holzapfel: "Chapter: 15. Viral Marketing - Sekt or Selters". In: Guerilla Marketing - Online, Mobile & Crossmedia. Cologne 2006.
Individual evidence
- ↑ Official forum of the White Wolf Verlag ( Memento of the original from June 13, 2012 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , last accessed June 1, 2012.
- ↑ http://www.telekom.de/is-bin/INTERSHOP.enfinity/WFS/EKI-PK-Site/de_DE/-/EUR/ViewCategoryTheme-Start?CatalogCategoryID=HFsFC7IT.nwAAAEdmmwm7tNC
- ↑ Volkswagen configurator http://www.volkswagen.de/de/CC5.html
- ↑ Mercedes configurator Archived copy ( Memento of the original from May 21, 2012 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ World of Warcraft FAQ about the beta phase of the add-on Mists of Pandaria http://eu.battle.net/wow/de/blog/3887974/Mists_of_Pandaria_-_Betatest-Anmeldung_und_FAQ_-21_03_2012
- ↑ Guild Wars 2 FAQ ( Memento of the original from May 5, 2012 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. , last accessed June 1, 2012.
- ↑ Based on Fichter http://www.izt.de/fileadmin/downloads/pdf/IZT_WB75.pdf
- ↑ Klaus Fichter: Models of user integration in the innovation process, Institute for Future Studies and Technology Assessment, Berlin 2005, p. 29.
