Close to the customer through co-creation

<span The train passengers provided the images.The SBB umbrella campaign "on the road at home" was launched in 2012 with the following commercial:https://www.youtube.com/watch?v=5bdpGkq2pZkZwar the commercial was generally well received, but SBB's image nevertheless deteriorated last year. One criticism: the ad was too "slick" and would "gloss over" commuting.Co-creation study to better understand customersThat's why SBB wanted to conduct a co-creation study to gain a better understanding of what customers mean by "at home on the road" and what triggers or hinders this feeling.102 test persons worked on the topic in a variety of ways on the interactive online platform cXplore: textual and pictorial documentation of experiences on the road, creation of collages and discussions in forums.Physical environment is crucialThe results show: The most important thing for respondents to feel "at home" is the physical environment on the train. They want enough space, a pleasant temperature, comfortable seating, cleanliness and no unpleasant odors. Also important: rituals and familiarity, such as always having the same seat, the same fellow passengers, or a route you know. Finally, the atmosphere is also crucial: a calm, relaxed climate creates a sense of community, for example when something funny happens that commuters can laugh about together.On the other hand, commuters do not feel "at home" at all when a train is too crowded, fellow passengers are unpleasant, and there is hectic and stress.Train passengers are directly involved in the campaign"The study shows that you don't have to look very far to identify the conditions under which people feel comfortable," says Regula Zimmermann, member of the management of intervista AG. "It is basic factors such as sufficient space, peace and quiet, good catering and pleasant fellow passengers that promote the "on the road at home" feeling. "Based on these results, SBB adapted its advertising measures and involves train passengers directly in its campaign. Pictures show authentic "on the road at home" images of passengers and also of SBB employees. In this way, customers become part of the advertising campaign.Author: Simon Wolanin