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Uncovering the elements behind a transformational consumer experience

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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.
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Keywords: consumer experience; customers; distruptive business models; transformation; transformative experience

Document Type: Research Article

Publication date: 01 December 2015

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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