Rich Internet Experience (RIE)
Overview
editWhile the term RIA[1] has been around since 2002, the term Rich Internet Experience is beginning to be pushed by vendors with RIA technology offerings.
RIE can be defined as positively managing a customer's experience through the use of RIA technologies to span the entire sales and retention cycle through the applications, brands and platforms the provider of a product and/or service uses to interface with its customers over the Internet for the purpose of increasing profitability, or in the case of sole source providers, increase productivity.
The concept of customer experience management(CEM) [2] is used when increased competition in the marketplace forces organizations to focus more on customer facing operations. By making the customer experience pleasing, the customer is more likely to pay more for the same product or service than a less customer oriented competitor the same product or service offering at a lesser cost.
What makes RIE different from prior relationship enablers is the penetration of technology (See Rich_Internet_application reference below for examples) into peoples daily lives through the use of the Internet.
In the past companies were able to control the customer experience at touch points such as mail, telephone, face to face. With the advent of the Internet, companies are able to interact with the customer more at less cost through the use of Internet technologies such as the Web, cell phones, GPS devices etc. which in turn builds a relationship further.
Obviously the goal is to grow the relationship, but if the experience is unpleasant it is possible to turn the customer away from your offerings and to a competitor.
References
editSources
editCustomer_relationship_management
Experience matters
Intuitive, Effective Experiences
Adobe Max Conference
Categories
editCategory:Customer experience management]] Category:Web 2.0]] Category:Software architecture]]