One of the main challenges for companies is creating and optimizing the positive consumer experiences. Creating unique experiences will differentiate a company from its competitors. The internet of things, a concept you are probably all familiar with, is an enabler companies often use to increase the positive consumer experiences. The Internet of Things is about connecting any device to the Internet. Nowadays, more and more applications are getting connected with each other. A toothbrush with Bluetooth, which tells you on your smartphone how to brush, an application on your phone which makes it possible to start heating up your house when you are on your way home or turning the lights on and off on your tablet or smartphone.
Probably most of you are familiar with the application Uber, the taxi company with the unique business model whereby customers submit a trip request on their smartphone which is then routed to Uber drivers who use their own cars. One of its competitors is GetTaxi (Gett), a startup which offers the facility to book licensed black caps in more than fifty cities globally. Gett is an Israeli-based startup (2011) that developed a GPS-based application which connects customers with a taxi driver. With the use of a smartphone or the use of the company’s website, consumers are able to order a taxi at the right moment. The business idea arose from the experience of one of the owners of the company: Shahar Waiser had to wait for more than 30minutes on an airport, which was an inconvenient experience. Together with his business partner Roi More, he launched the application in Tel Aviv two years later and soon, other countries followed.
Nowadays, many companies use permission marketing, which is described as ‘asking permission before sending the customers promotional messages’. With this way of marketing, companies try to add value to their products by creating a channel for two-way interaction and engagement. By asking permission, companies are able to personalize their content in such a way that it is more ‘anticipated, personal and relevant’.
Consumer Value Creation 