The Future of Competition

Chapter Five

EXPERIENCE PERSONALIZATION

IN THE PREVIOUS TWO CHAPTERS, we outlined a progression from the co-creation experience to the innovation of experience environments. To co-create unique value with customers, we must appreciate what constitutes a personalized co-creation experience. Further, since this experience may involve more than a single firm or individual, we must understand how multiple firms and communities can function as a network that facilitates these personalized co-creation experiences. Throughout, the individual remains central.

Personalizing the Co-Creation Experience

Remember that the co-creation experience springs from the interaction between a single consumer and an experience environment. If we understand the personalization ...