Uncovering the elements behind a transformational consumer experience

Mohan Nair

Journal of Brand Strategy, 2015, vol. 4, issue 4, 341-348

Abstract: Consumers' experience, both digital and analogue, has become a necessity for business. We are now in the era of designing the best experience for attracting and satisfying customers. In a sense, the experience has become the product or the service. But organisations that spend time and money on experience seem challenged with the business implications, namely, return on their investments. How does one measure the value of a great experience? Like advertising before the digital era, many justified it with relatively soft measures. Today, with the advent of digital access and measurement systems, the craft is more concrete in its value to the enterprise. This paper brings into focus that consumers' experience must be coupled with disruptive business models to truly activate new opportunities in the market.

Keywords: transformative experience; transformation; consumer experience; customers; distruptive business models (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2015:v:4:i:4:p:341-348

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