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THIS TECHNOLOGY-LED APPROACH IS ALSO VERY COST EFFECTIVE AND ALLOWS A GLOBAL COMMUNITY TO BE ASSEMBLED EASILY AND WITHOUT INCURRING EXPENSIVE TRAVEL COSTS.
In the automotive industry, a leading car manufacturer launched a project to create the fi rst crowdsourcing-designed car. It invited people to submit ideas through a website and more than two million people from 160 countries visited, 17,000 people registered and more than 10,000 ideas were posted1
. In manufacturing,
a US business introduced a crowdsourcing approach to product development. From the ideas submitted thus far, they have launched six signature products and sales are said to be up by 30 percent2
.
‘Crowd Connection’ is KPMG’s global crowdsourcing tool and we use this most commonly with clients in two ways. First, to tap into key customer segments or desired customer groups to better understand the voice of the customer and what is most important to them in terms of customer experience. Secondly, to help engage with employees to better understand issues and highlight where barriers to change may exist when implementing change programmes.
1 Source:
www.crowdsourcing.org/document/joint-effort/10319 2 Source:
www.crowdsourcing.org/article/crowdsourcing-the-missing-link-in-manufacturing-innovation-/24567
What really excites businesses using crowdsourcing in these ways, is the fact that it provides an ‘always-on’ channel that enables ongoing conversations with stakeholders to be maintained, providing rich insights over a period of time. The use of devices such as PCs and smartphones to interact with stakeholders also means that studies can be deployed and completed quickly, with participant contributions instantly available for review. This technology-led approach is also very cost effective and allows a global community to be assembled easily and without incurring expensive travel costs.
In addition, hard-to-recruit or low-incidence consumer groups are less of a challenge to secure feedback from – you just need to be able to invite them to participate via e-mail and contribute at a time that suits them. We also fi nd that participants are comfortable with interactive communication. Many embrace online research techniques and actually prefer this method, which can be less intrusive than traditional telephone interviews or face-to-face focus groups.
To fi nd out more, please contact:
Matt Sevenoaks Crowd Connection T: +44 (0)20 7694 5606 E:
matt.sevenoaks@
kpmg.co.uk
© 2013 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member fi rm of the KPMG network of independent member fi rms affi liated with KPMG International Cooperative, a Swiss entity. All rights reserved.
To say that the applications for crowdsourcing are limited only by your imagination is no exaggeration. Whether you want better insights than have ever previously been possible to help ensure that the next model of car is what drivers really want, or you need to fi nd out what your globally distributed staff think about strategic change right now, using crowdsourcing can be a valuable and cost effective approach.
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CROWDSOURCING
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