Product Lifecycle Report

Think Outside the Ad: Smart, Connected Products Transform Customer Engagement

Ideal customer engagement aims for an immersive experience, one that recreates the intimacy of the corner store. However, digital communication has made engagement increasingly dissonant and fractured. Will smart, connected products (SCPs) bring manufacturers and customers closer together? Or will they further splinter things? A lot rides on the ability of marketing and sales to deliver on the possibilities of SCPs.

In the article, How Smart Connected Products are Transforming Companies, co-authors PTC CEO, Jim Heppelmann, and Harvard Business School professor, Michael Porter, describe the powerful insights gained by combining data from SCPs with data from other sources, and the implications on companies operations and organizational structure. This continuous data stream produced by SCPs creates an opportunity for manufacturers and customers to know each other better.  Marketing and sales teams must become extremely data-savvy to realize any benefits. It’s a challenging hurdle. But once it is cleared, SCPs open the door to unique and innovative customer engagement.

Implications for the marketing organization:

This is the sixth installment in a series of guest posts by leading industry analysts covering topics found in the new Harvard Business Review article, How Smart Connected Products are Transforming Companies, co-authored by PTC CEO, Jim Heppelmann, and Harvard Business School professor, Michael Porter.

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