Experience to value

Abstract:

The promised benefits from implementing product information and configuration systems are many and seem in some cases to good to be true. But until today valid strategies that give significant value to these systems are still missing, while standard marketing attempts dominate current solutions in a comprehensive way. Although much research for best practise has been conducted on customer interaction and integration, especially within the wide interdisciplinary discussion about the practical transition of mass customization and open innovation, most of the recent brand solutions do not receive a suitable consumer perception, with the kind of experience they provide. This paper will discuss some of the significant strategic challenges referring to the recent development and aiming to shift customer experience into value.