Customer-Oriented Strategies and Gamification—The Example of Open Customer Innovation

Susanne Robra-Bissantz () and Christoph Lattemann ()
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Susanne Robra-Bissantz: Technische Universität Braunschweig
Christoph Lattemann: Jacobs University Bremen

Chapter Chapter 4 in Gamification, 2017, pp 51-63 from Springer

Abstract: Abstract Companies today seek to deepen their relationships with customers. As a very demanding concept we observe collaboration with customers and the integration of customers in firm’s value chain activities. Also companies increasingly bank on introducing game mechanisms in order to motivate common interactions. In this chapter we take Open Customer Innovation (OCI) as an example for customer relations. Starting with the problems that can be observed, we deduce possibly successful effects of gamification. Finally we introduce game mechanisms that can potentially save OCI from negative consequences and moreover serve as a guide for a serious approach to successful customer relationship management.

Keywords: Intrinsic Motivation; Innovation Process; Open Innovation; Extrinsic Motivation; Group Affiliation (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-319-45557-0_4

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DOI: 10.1007/978-3-319-45557-0_4

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