Compete for Customers by Involving Them Into the Value Creation Process

Nowadays it is becoming increasingly difficult for holiday parks to distinguish themselves from the competition based on just their physical products and services. In the current customer-based economy competition is less important than individual customers. The holiday parks should start competing for customers!

To win this ‘’battle’’ it is important for a holiday park to involve their customers in the process of value creation. This can be realised via several relevant ways, such as: mass individualisation, co-creation, user-generated content and crowd sourcing. (Beltman & Peelen, 2013)

Co-creation within the holiday park Center Parcs
Co-creation is a method to actively involve your customer in the process of creating meaningful products or services. (Beltman & Peelen, 2013) How co-creation can be applied to a holiday park such as Center Parcs will be clear after the following example: ‘’Many families with young children make use of the kids activities organized during their holiday at one of the parks of Center Parcs. However, these activities and the corresponding program is compound by Center Parcs. So, this is more product-centred than customer-centred. Center Parcs can change this by co-creating the program together with their customers and by making the program more flexible by adding diverse options.’’

Center Parcs is already focused on interaction with their customers for quite some years. They noticed that their customers were willing to participate in the process of creating the new brochures. So Center Parcs chose one family per holiday park to cooperate on the actual content of the brochure. Besides that, Center Parcs launched a form of crowd sourcing where all the customers could vote for their favourite front-page of the brochure. For the near future Center Parcs considered the use of user-generated photos as well. All these developments contribute to the customers’ engagement to Center Parcs. (Van Belleghem, 2012)

How to measure the success of co-creation?
The success of this co-creation campaign can be measured by using the DART-principles; in this case Dialogue, Access and Transparency. (Beltman & Peelen, 2013)

  • Center Parcs applied the principle dialogue by involving interactivity and commitment within the co-creation process. This resulted in the participants having a genuine intention to co-create and share their experiences.
  • Center Parcs chose for an approach that was accessible to everyone, however just one family per holiday park got invited to join the co-creation process of the brochure. This principle could be even better applied by creating a voting system where all the social media followers can vote for the most suitable families.
  • The outcome of the co-creation process is the brochure, so this makes the principle transparency relatively straight-forward to the participants. This will create a feeling of mutual benefits and this increases the intrinsic motivation.

To conclude, in the highly competitive holiday park industry it is important to engage your customers to your brand via in this case co-creation. By showing that their contributions are taken seriously and matter increases the engagement within the customer-supplier relationship. Subsequently, these customers will become return visitors and eventually brand ambassadors for your holiday park. And you will win the ‘’battle’’!

Resources:
Belleghem van, S. (2012). Nieuwe Center Parcs-brochure is gemaakt door consumenten. Retrieved from http://www.marketingfacts.nl/berichten/nieuwe-center-parcs-brochure-is-gemaakt-door-consumenten

Beltman, R., & Peelen, E. (2013). Customer Relationship Management (2nd ed.). Edinburgh, United Kingdom: Pearson Education Limited.

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