The challenge for companies will be to understand what happens when customers interact with the company and to make sure they build in a sustainable system.
Companies will use experiential, emotional and/or symbolic information, as well as transactional data to interpret customer needs. They will need to observe customers in different environments; Nokia, for example, observes how people use their phones, rather than ask them explicitly whether they like them.
Firms will use social scientists more to interpret customers' value systems. But not all tacit customer behaviour can be captured in data, so customer service personnel need to be able to talk to consumers as well.
Relationship marketing in 2015: a Delphi approach
Audrey Bonnemaizon, Bernard Cova and Marie-Claude Louyot
European Management Journal, Vol 25 No 1, February 2007