In an earlier posting, I had written about Transformation Design from a business to consumer perspective. Today, I will discuss business to business examples. Again, these companies are engaging in designing a system of activity that drives the positive change that the consumer desires to see in his/herself and his/hers community.
Intuit a software company that is well-known for their accounting and tax software, has developed an online forum that is dedicated to help small business owners. This forum has become a community of users with a common purpose to share, collaborate and discuss ideas.
I had written in earlier posts about the commonality of crowdsourcing and the development of user contribution systems in many businesses. On Intuit’s website, there are online guides that facilitate small businesses with the learning and the implementing these tools to their business needs.
A success story for the implementation of a user contribution system is Starbucks as it has been active with crowdsourcing from users for new ideas and innovation to improve their customer experience. They have an online forum where users can voice their concerns and suggestions. Some innovations today such as the Starbucks Card, which is a loyalty incentive that enables customers to have a free refill and free two hours of daily Wi-Fi use were ideas from this online forum.
American Express has opened up an online resource for small businesses complete with articles and videos from experts to help and improve small business practices. For examples, there are articles about the benefits of blogging, methods to improve presentation skills and a number of other self-help and business improvement tips.
American Express and Intuit are engaged in Transformation Design in the context of business to business marketing. Both approaches (design) are different, but the intent (system) is similar in bringing about positive change in small businesses and its personnel. For reasons similar to Transformation Design from a business to consumer context, the business to business context also provides goodwill, positive branding, and the positive change to the user and their community as benefits for companies that use and embrace Transformation Design.