Connecting the World and Reinventing Customer Centricity

Download Article

Suggested Citation

Aunkofer, R. (2018). Connecting the World and Reinventing Customer Centricity. GfK Marketing Intelligence Review, 10(2), 54-59. doi: https://doi.org/10.2478/gfkmir-2018-0019

NIM Marketing Intelligence Review – IoT - Consumers and the Internet of Things

Authors

Rudolf Aunkofer, Direktor und Professor Institut Information & Supply Chain Management, Hochschule für angewandtes Management, Ismaning, Germany, rudolf.aunkofer@fham.de

Download Article

Rudolf Aunkofer

The classical customer journey with its touchpoints is transformed into a lifelong, interactive customer relationship within an IoT-based product-service ecosystem. The customer journey happens in multiple, partially automatic loops that make it significantly less predictable for manufacturers and retailers. For many product categories, the IoT is not going to take off until providers and retailers succeed in getting at what their customers really want. For one thing, they need to better understand individual usage behavior, and for another, there is a need to better personalize products and services, creating emotional and situation-specific customer experiences. Expanding the ability of digital products to communicate with each other, to record and analyze usage behavior and to implement concrete product improvements will be decisive. If customer centricity is reinvented in the IoT space, customers will see a real value and smart products will replace classical products in the next five to ten years.

Authors

Rudolf Aunkofer, Direktor und Professor Institut Information & Supply Chain Management, Hochschule für angewandtes Management, Ismaning, Germany, rudolf.aunkofer@fham.de

Share Publication

Copy link

Suggested Citation

Aunkofer, R. (2018). Connecting the World and Reinventing Customer Centricity. GfK Marketing Intelligence Review, 10(2), 54-59. doi: https://doi.org/10.2478/gfkmir-2018-0019

Here you can find more exciting articles of this issue.

To the entire issue

Up to now, IoT device adoption is happening mainly in the niche segments of technologically sophisticated upscale consumers and technology-…

Go to article

The benefits brought to us by recent product innovations also come with potential burdens for people who are motivated to consume by …

Go to article

Consumers’ perceptions of technology are less matters of product attributes and concrete statistical evidence and more of captivating …

Go to article

The pressure of delivering products in hyper-competitive markets often leads developers to ignore basic data management precautions, along …

Go to article

What consumers notice from the IoT is just the tip of the iceberg. Underneath the surface, dozens of applications are communicating and …

Go to article

Augmented Intelligence – effective human-computer symbiosis – has the potential to address emerging challenges successfully, possibly more …

Go to article

IFTTT is a neutral platform that offers easy and free ways to get all your apps and devices talking to each other. Millions of users …

Go to article

All issues

2024-10

Platform Strategies Platforms and Brands Business Innovation

Go to issue

2024-04

Content Creation AI-Support Prompt Engineering

Go to issue

2023-11

Metaverse Virtual Shopping Virtual Reality

Go to issue

Connecting the World and Reinventing Customer Centricity

Other articles of the MIR issue “IoT - Consumers and the Internet of Things”

Latest issues