You forgot to invite someone to your strategic planning session: YOUR CUSTOMER

By now, it's clear as day that your customers' experiences shape your product or service. They are what sets you apart from your competitors. If you don't connect with them, how can you deepen these relationships or develop trust and loyalty? We no longer stop at customer feedback (one-way channel). Today your company requires a more unified approach: co-creation (omni-channel) via customer experiences.

One of the most successful (and fun!) cases of co-creation is with LEGO. Through the practice of co-creation, their customers built a model, shared what they built and reflected on the lessons of the session. Imagine doing this with your customers and their experiences, digitally.

Through co-creation, you can enable case and knowledge management, experience analytics, more sophisticated outbound campaigns as well as developing a sense of community around your brand.

The co-creation approach is not a one-time deal. It is a process that will grow if you are proactive about feeding the engagement loop with your customers on a regular basis.