What makes for a valuable user experience – one where customers extract value and the firm captures profit?
Recent research has pointed toward technology as the catalyst for structural changes that allow firms to become more opensourced via digital platforms, creating a competitive advantage. Indeed, platform structures have brought together producers and consumers in high-value exchanges. Yet there is still much to learn about how customers determine whether they have received value from these exchanges.
Our latest research report in collaboration with the MIT introduces a new approach for companies to drive engagement by giving their customers greater control, and leveraging information on their behavior without seeming exploitative. Find out more about the collaborative customer exchange by downloading the report.