Open organisations Get in with the crowd Viewpoint careers advice blog

Open organisations Get in with the crowd Crowdsourcing is a phenomenon that generates services, ideas or content from a large group of informal contributors, particularly online. It can be applied to many aspects of business, from sourcing funding to talent, and while it is most common in start-ups seeking investment, it has fascinating implications for innovation when organisations capitalise on strong relationships with their customers. Ducati is one example. Founded in 1926, the iconic motorcycle manufacturer has a loyal fan base, with tens of thousands of owners interacting online. Since the 1990s, the business’s marketing team has fostered a strong brand allegiance to Ducati’s bikes through consumer groups and online communities, which have proved instrumental to the development of new products. Ducati’s Head of Marketing Patrizia Cianetti says: “We are an open company in every sense of the word. We encourage our customers, fans and other businesses to call us to book a tour and see the factory. We see the overall concept of interviewing them and listening to their feedback as part of the core approach of the company. “Because of the strong relationship we have with consumers, we have on many occasions asked them for technical feedback on a product that we were launching. We take their feedback and distribute it throughout the company, from the marketing department to the technical department. While we are not developing products by request, we bear that feedback in mind during the development processes.” Customers who buy Ducati motorcycles can also expect follow-up calls from the product development team about how they are finding their experience with their new bike. This direct personal interaction, says Cianetti, provides vital feedback on customer satisfaction and a better understanding of the culture that surrounds the Ducati brand all over the world. She adds: “We envisage doing more of the same in the future, by connecting with customers across a growing range of devices, from PCs and smartphones to smart TVs and tablets.” View the full article from issue 7 of our bi-annual publication the Hays Journal, providing global insights into the world of work. You can view the article in the  Hays Journal online, via the  Hays Journal iPad app  or request a printed copy from  haysjournal@hays.com Engage with fellow HR professionals across the globe and stay up to date with the latest HR news, by joining our LinkedIn group. Join the conversation