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Customer-Oriented Strategies and Gamification—The Example of Open Customer Innovation

In: Gamification

Author

Listed:
  • Susanne Robra-Bissantz

    (Technische Universität Braunschweig)

  • Christoph Lattemann

    (Jacobs University Bremen)

Abstract

Companies today seek to deepen their relationships with customers. As a very demanding concept we observe collaboration with customers and the integration of customers in firm’s value chain activities. Also companies increasingly bank on introducing game mechanisms in order to motivate common interactions. In this chapter we take Open Customer Innovation (OCI) as an example for customer relations. Starting with the problems that can be observed, we deduce possibly successful effects of gamification. Finally we introduce game mechanisms that can potentially save OCI from negative consequences and moreover serve as a guide for a serious approach to successful customer relationship management.

Suggested Citation

  • Susanne Robra-Bissantz & Christoph Lattemann, 2017. "Customer-Oriented Strategies and Gamification—The Example of Open Customer Innovation," Progress in IS, in: Stefan Stieglitz & Christoph Lattemann & Susanne Robra-Bissantz & Rüdiger Zarnekow & Tobias Brockman (ed.), Gamification, chapter 0, pages 51-63, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-45557-0_4
    DOI: 10.1007/978-3-319-45557-0_4
    as

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