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VALUE CO-CREATION CANVAS
VALUE PROPOSITION                  KEY RESOURCES                                                                          CUSTOMER’S                                  CUSTOMER’S DESIRED
                                                                                                                          RESOURCES                                   OUTCOMES

                                       All (network and/or
                                       eco-system) resources                                                                   Offered or endogenous
                                       (including e.g. partner-                       CUSTOMER’S                               resources leveraged by
                                       resources) required by                                                                  the Customer on her
                                                                                      EXPERIENCE                               journey. E.g. touch-
                                       the company to support
                                       Customers effectively in                                                                points, channels,
                                       meeting their desired                                                                   knowlegde & skills,                        The best proxy for
                                       outcomes                                     When both “total                           social networks, etc                       Customer needs is the
 T h e C u s t o m e r ’s
                                                                                    Customer engagement                                                                   functional, social and/or
 perception of the
                                                                                    value” and “Customer                                                                  emotional outcomes she
 company’s promise of
                                                                                    value-in-use” are                                                                     desires. These goals
 Customer value (in-use)           KEY CAPABILITIES                                                                       CUSTOMER’S JOURNEY                              highly depend on the
 to be created..                                                                    created - by Companies
                                                                                    WITH Customers                                                                        context in which they
                                       Understanding the                                                                                                                  exist or surface
                                       C u s t o m e r ’s d e s i re d                                                        Sequence of events
                                       outcome, her resources                                                                 (over a lifetime of using
                                       leveraged          on her                                                              the product and/or
                                       Journey and how to                                                                     service) driven by the
                                       leverage               this                                                            Customer and/or
                                       understanding to                                                                       externally as part of the
                                       develop her own key                                                                    Customer’s attempt to
                                       resources to improve                                                                   meet her desired
                                       t h e C u s t o m e r ’s                                                               outcome
                                       experience



                                                                                                                                                        The Customer’s perception of the
                                              The sum of Customer’s Lifetime
                                                                                                                                                        realized outcome in comparison to
                                              Value, Network Value, Referral
  TOTAL CUSTOMER                              Value and other intangible forms of                         CUSTOMER VALUE                                the desired and expected
                                                                                                                                                        outcome. Based on an emotional
  ENGAGEMENT VALUE                            value, such as Customer Feedback,                           (IN-USE) CREATED                              evaluation of her journey and the
                                              Knowledge and Expertise..(as
                                                                                                                                                        effort required to get to the
                                              defined by V.Kumar et all)
                                                                                                                                                        perceived state


              Version 0.8 - Distribute, use and alter freely, but please respect the Creative Commons license (http://creativecommons.org/licenses/by-sa/3.0/) and acknowlegde credits in all such cases to
              Wim Rampen (http://wimrampen.com) and “Based upon the Business Model Canvas by A. Osterwalder et all.http://www.businessmodelgeneration.com”

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Value co creation canvas by wim rampen

  • 1. VALUE CO-CREATION CANVAS VALUE PROPOSITION KEY RESOURCES CUSTOMER’S CUSTOMER’S DESIRED RESOURCES OUTCOMES All (network and/or eco-system) resources Offered or endogenous (including e.g. partner- CUSTOMER’S resources leveraged by resources) required by the Customer on her EXPERIENCE journey. E.g. touch- the company to support Customers effectively in points, channels, meeting their desired knowlegde & skills, The best proxy for outcomes When both “total social networks, etc Customer needs is the T h e C u s t o m e r ’s Customer engagement functional, social and/or perception of the value” and “Customer emotional outcomes she company’s promise of value-in-use” are desires. These goals Customer value (in-use) KEY CAPABILITIES CUSTOMER’S JOURNEY highly depend on the to be created.. created - by Companies WITH Customers context in which they Understanding the exist or surface C u s t o m e r ’s d e s i re d Sequence of events outcome, her resources (over a lifetime of using leveraged on her the product and/or Journey and how to service) driven by the leverage this Customer and/or understanding to externally as part of the develop her own key Customer’s attempt to resources to improve meet her desired t h e C u s t o m e r ’s outcome experience The Customer’s perception of the The sum of Customer’s Lifetime realized outcome in comparison to Value, Network Value, Referral TOTAL CUSTOMER Value and other intangible forms of CUSTOMER VALUE the desired and expected outcome. Based on an emotional ENGAGEMENT VALUE value, such as Customer Feedback, (IN-USE) CREATED evaluation of her journey and the Knowledge and Expertise..(as effort required to get to the defined by V.Kumar et all) perceived state Version 0.8 - Distribute, use and alter freely, but please respect the Creative Commons license (http://creativecommons.org/licenses/by-sa/3.0/) and acknowlegde credits in all such cases to Wim Rampen (http://wimrampen.com) and “Based upon the Business Model Canvas by A. Osterwalder et all.http://www.businessmodelgeneration.com”

Editor's Notes

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