The consumer as a co-creator

2 Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview Copyright © 2015 Deloitte Development LLC. All rights reserved.
Defining the B2ONE experience
The world is home to more than a billion smartphone users. Internet platforms
are bringing those billion people together to share ideas and co-create millions of
apps. Through mobile devices—and soon, sensors and the Internet of Things—
the crowd is becoming personal.
We call the creation of unique customer products and services derived from
crowd-based insights the “billion-to-one,” or B2ONE, experience.

The B2ONE experience involves a set of core capabilities
that lead to fundamentally new ways of delivering value
to consumers and citizens.
B2ONE
Elements
Crowd data
Aggregated data from the crowd are used to inform
the design and delivery of goods and services.
Adaptive
Customer insights enable a
strong feedback loop between
organizations and end users, who
are keen to shape the process.
Sensing
Big data, digitalization,
sensors, and analytics allow for
unprecedented capabilities to
gather and assess evidence from
ecosystem participants.
Behavior
Consumer behavior is monitored in real time.
Analytics is used to understand, predict, and shape
ongoing customer interactions.

But, how can you create a B2ONE
experience for your customers?
There are 5 principles that can help
even the most tradition-bound
organizations get on the path to B2ONE.

5 Copyright © 2015 Deloitte Development LLC. All rights reserved.Deloitte University Press | The consumer as a co-creator | @DU_Press #DeloitteReview
Shift the organizational focus
from products and services to
creating an experience.
Successful B2ONE applications focus on solving a problem and creating an
experience instead of just selling products and services.
Customers are becoming more involved than ever in the development of new
technologies and services, interacting with experts and contributing their own
ideas and suggestions.
1

Define the customer problem
you want to solve.
Because a key part of the B2ONE experience is user involvement, the
organization must give customers a compelling reason to become engaged.
The best reasons involve solving customers’ daily problems better than
anyone else.
2

Treat customers like designers.
In the digital age, designers’ success can depend upon how well they respond to
and make use of a nearly constant stream of data on customer satisfaction.
Feedback from mobile devices yields a wealth of information on mass and
individual consumption behavior. Organizations can use these data to allow their
customers to become “codesigners” of the goods or services they receive.
3

Create better and faster
feedback loops.
In a B2ONE model, the organization continually collects and analyzes consumer
feedback and uses the resulting insights to improve and redesign its offerings.
Better and faster feedback loops can thus become engrained in the organization.
These loops can be easy to envision but hard to create. To overcome this
difference, organizations must understand customers at a fairly granular level and
have the ability to deliver different products to different kinds of customers.
4

Build trust.
Trust is a key ingredient to the B2ONE experience: people won’t share their
data with organizations they don’t trust. And let’s face it: Some people find
the growing practice of utilizing user data to target and customize offerings
a bit creepy.
So how can companies avoid “the creepy factor”? Sharing data should allow
users to opt in rather than it being the default. Also, as in any other value
exchange, users need to get something valuable in return for their data.
5

The confluence of the crowd, big data, and customer
empowerment is shaping new business models that
behave more like ecosystems and self-managed networks
than traditional value chains.
But today we are seeing only a glimpse of the future
possibilities for competitive advantage, market disruption,
and societal impact that the B2ONE phenomenon might
soon provide.

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Explore how the crowd gets personal
For more, download the Deloitte Review article
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Meet the authors
PAUL MACMILLAN
global public sector leader for Deloitte Touche
Tomatsu Limited, where he is responsible for the
network’s client service innovation to support public-
purpose organizations around the world. He is the
coauthor of The Solution Revolution
WILLIAM EGGERS
responsible for research and thought leadership for
Deloitte’s Public Sector industry practice and has
advised governments around the world. He is an
internationally recognized authority on government
reform, columnist, and author of eight books

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