Michelin
Co-creating new customer services together, with B2B customers.
2016-2017, Detroit, MI
Topics: Private Sector / Co-creation & Facilitation
Challenge
One of the world's largest tire manufacturers with a global commitment to innovation, Michelin was looking for ways to engage B2B customers of their Original Equipment (OE) business (selling tires to automotive manufacturers) in a collaborative process to create new service offerings that would resonate with consumers. The company wanted to engage their customers in a different way in order to meaningfully differentiate the Customer Experience (CX) from a typical supplier-purchaser relationship.
Approach
The reshift and Michelin teams worked together to design CX co-creation sessions, whereby Michelin and its customers would use a Design Thinking approach to identify specific consumer needs and pain points — and come up with concepts to address those needs together.
Outcome
Through two-day sessions, held with two of the three Detroit-based automotive giants, Michelin was able to delve deeply into a collaborative session with its customers.
These two-day sessions resulted in new customer-centric product and service concepts that were presented to a panel of executives from each company. The sessions resulted not only in strengthened relationships, but also sowed the seeds for new joint initiatives between the companies.
