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Uncovering the elements behind a transformational consumer experience

Author

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  • Nair, Mohan

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.

Suggested Citation

  • Nair, Mohan, 2015. "Uncovering the elements behind a transformational consumer experience," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(4), pages 341-348, December.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:4:p:341-348
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    More about this item

    Keywords

    transformative experience; transformation; consumer experience; customers; distruptive business models;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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