Communications of the ACM
Organizations Capitalize on Collective Intelligence
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Crowdsourcing facilitates service improvements, higher sales volumes, and engagement promotion, according to IBM research.
Eighty percent of chief marketing officers have an agenda to enhance their ability to cultivate deep relationships with customers and integrate them into product and service development over the next five years, says IBM's Denis Brousseau. They also said they need to harness more intelligence and gain more insight to drive corporate growth.
Seventy percent of executives polled in an IBM study said organizations must improve their knowledge-sharing and collaborative capabilities to realize these goals, and Brousseau says that "in order to succeed, an organization needs to be able to capitalize on collective intelligence."
He cites four key strategies that organizations use to encourage community input, including contests and challenges, collaborative design markets, virtual ideation, and communities of practice. Brousseau says organizations can utilize distribution questions and answers to encourage participation in such strategies, and they also need to weigh knowledge, diversity, and disruption when they seek participants for their collective intelligence programs.In addition, it is critical to select the right awards, and Brousseau stresses that "there has to be a sense that there's a mutual benefit and that ideas are going to be acknowledged."
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