Customer Ecosystems
Description
Patricia Seybold:
"Customer ecosystems self-organize around things that customers care about and need to get done, like manage their money, manage their health, design a winning product, take a family vacation, embark on a new career, or complete successful projects at work or in their communities. They’re customer-driven in that customers get to decide what activities and resources they need, who they’d like to have as suppliers, and what constitutes success. So, a customer ecosystem is a business network that’s aligned to help customers get things done—both the things they want to accomplish and the things they want to manage.
A number of visionary companies have been investing in and co-evolving these networks around their brands and with their partners. We’ve been following some of these customer ecosystems for a long time.
They include:
- The customer ecosystem National Semiconductor built around its WEBENCH® design tools: "a set of sophisticated tools that enable customers to configure, test, and optimize their electronic designs, including real-time information about parts availability and pricing from hundreds of suppliers and distributors."
- The consumer and partner network that South Africa’s Discovery Insurance has built around its Vitality Wellness program: " a set of scientifically-based health and wellness indicators that health insurance customers are incentivized to meet, along with a vibrant network of health and fitness partners."
- The thriving global ecosystem that Zazzle has built around its custom printing business: "the combination of their patented printing technology, their ability to leverage their customers’ creativity, and their deep understanding of how to create stores within stores within stores."
Characteristics
"What Are the Six Critical Success Factors for a Viable Customer Ecosystem?
1. Help customers achieve and/or manage something they care about. 2. Design for specific target audiences. 3. Provide a “secret sauce” that transforms customers’ ability to get things done. 4. Attract partners & suppliers who can contribute to these customers’ success. 5. Align the entire ecosystem to meet customers ’ success metrics. 6. Embed, co-brand, and be ubiquitous so customers will encounter and use your secret sauce no matter what their starting point is."