Kliendidega

Kliendidega is an Estonian term used in business and service design to describe approaches that involve customers in value creation, product development, and service improvement. It reflects a shift from producer-centric to customer-centric practices and is often associated with co-creation and participatory design.

Practices commonly associated with kliendidega include customer journey mapping, user research, prototyping with customer input, and ongoing feedback loops. Organizations may employ methods such as interviews, surveys, workshops, and customer advisory boards to gather insights and validate ideas with real users. The concept emphasizes transparency, trust, and ethical handling of customer data.

Benefits include higher product-market fit, increased customer satisfaction and loyalty, and reduced development risk. Challenges involve ensuring representation of diverse customer voices, allocating resources for ongoing engagement, and balancing feedback with strategic constraints.

In Estonia and in Nordic and European business contexts, kliendidega aligns with broader trends toward user-centered design and sustainable value creation. It is not a fixed methodology but a guiding principle that can be adapted to different sectors and scales.