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New ways of value creation
Tapping into the collective intelligence of consumers
Aided by interactive technologies, today’s consumers expect to be able to communicate directly with an organization in their preferred language and style. They don’t want to have products, processes or experiences imposed on them. At the same time, consumer knowledge is increasingly being viewed as a key asset. Company-owned Interaction spaces like online user communities that enable and encourage greater degrees of participation and collaboration are on the rise.