U&: A cyber-physical system concept for cross

A cyber-physical system concept
for cross-channel customer
experience to revitalize in-mall
Professor Klaus Solberg Søilen
The project: The Delft model
The book:
Product Development in
the Socio-sphere: Game
Changing Paradigms for
21st Century
Breakthrough Product
Development and
From the Abstract
We take the customer journey as the guiding model for customer experience
building and focus in our research on converting cross-channel built customer
expectation into enriched customer experiences in in-mall stores.
We combine a mall website, mobile apps, and interactive storefronts into an
integrating system.
Information exchanging between window and personal devices is seamless,
‘swiping’ information from one onto the other.
A Facebook shopping-with-online-friends process inserts real time feedback
from social media friends in the storefront window.
Furthermore, we show how ‘gamification’ and trust and loyalty breeding can
be employed.
The ubiquitous tracking of customers offers deep customer relation and
experience of data.
We implemented a first, partly surrogate prototype to validate the concept.
This partly empirical, partly designed experimental implementation can itself
be a big data tool for scientists and retailers to acquire deeper insights.
The concept can be generalized to other application contexts.
customer journey,
social media,
customer experience,
cyber-physical system,
customer tracking,
shopping mall,
retail chain
Background On-line shopping
The model
System concept synthesis
Overall requirements
Modeling the retailer-customer
Design and implementation
The in-mall context
Building the customer experience
Concept validation
Part 2
Prototype system overview
Part 2
• Environment-originating arousal cannot be measured and controlled
accurately using conventional technologies; a simple crowding meter
(people counter, either gate-control or visual) could serve as an achievable
first approach;
• Customer-engagement can be measured with emerging visual
technologies but interpretation needs to take place carefully. However, a
coarse relationship of involvement and immersive-ness can empirically be
• Profile or personal heuristics can be maintained on customers to learn
effective control of arousal in a longitudinal manner. A fuzzy classification
approach is seen as a suited means-end technology;
• Online experience can be offered to reach those customers who found the
in-mall experience inconvenient. Online experiences can be consumed
anywhere in the customer journey; either elsewhere in the mall, at home,
or on mobile.
• The cyber-physical system enables connections with the retailer enterprise
systems, like the Enterprise Resource Planning system (ERP), the Virtual
Product Management database (VPM) and the Customer Relationship
Management system (CRM).
Thank You!
- Klaus

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