Over the last decade, a radical shift has occurred in the way customers interact with the marketplace.The traditional mode of using defined channels of communication has given way to a broad array of connection points.Along with this shift, today’s customers have come to expect a higher degree of transparency from firms providing products upon which they rely. Companies that are unsure how to engage in the new paradigm often meet this expectation of transparency with mixed signals.As traditional channels erode, and a broader community ecosystem emerges, companies must rethink their loyalty equation by understanding how to engage in the new environment.
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The peculiar nature of services requires a multidisciplinary approach to investigate on their impact in the economic growth, to define models, to identify terminology, to describe scenarios and user profiles. The integration of several disciplines is a key point for the improvement of the Service Science capacity to find solutions and answers for services, especially for studying and designing new ICT services, the fastest growing segment within the service sector.
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