Interaction can be of great value, especially on the moments where personal contact with the customer is impossible. The dynamic nature of interactive applications creates possibilities for personal involvement based on individual goals, desires and interests. Unlike traditional mass-media the message can be unique to the individual. By creating customer profiles, brands can learn from their customers and improve their customer experience in the future.The active participation of interaction improves the personal involvement with the brand. The customer becomes a part of the experience and is able to control the process.
To be successful, brands have to ensure that all interaction between the brand and the consumer is perfect. The careful use of interaction will result in proper function and functionality for a product or process to keep it clear, comprehensible and comprehensive. To prevent a negative experience is just as important or even more important than stimulating a positive experience. Read full thesis interactieve_experiencemarketing.pdf