The Path to the Ecosystem

How can an experience-oriented customer journey be designed in an open ecosystem? Business model innovations, as diverse as they are, should always serve a purpose—customer benefit. Digital innovations can contribute significantly to automation on the one hand, but also create new opportunities to delight customers. To create a service- and customer-oriented experience, the customer must be placed at the center of economic activities. This requires dynamic customer segmentation that combines psychographic patterns, such as interests, opinions, values, and emotions, with generally available information. Data can be refined with the help of artificial intelligence to become valuable information from which companies can develop personalized solutions. Everything-as-a-Service will soon become standard and blur sector boundaries even more. The consumer of the future wants to meet his everyday needs digitally, cost-effectively, simply, and conveniently with various services. Private and professional activities are increasingly merging, giving rise tonew models like social commerce, with some user spending more time in the virtual world than in the real one.