ABSTRACT
Once an organisation has used the market sensing process to identify opportunities in the market and possibilities for adding value, marketers can begin the ‘product realisation’ process by researching and developing new core products and services, building on them to come up with a concrete market offer and making the products or services available to customers. The most important element for successful product development is knowledge of customer wants/needs and experiences. This chapter then discusses two tools for online product realisation: customer journey mapping and the DNA model. Next, the chapter looks at three examples of service processes that largely take place online: a financial service provider, an online travel agency and an online dating site. It also discusses all the demands made on the communications to gain consumer confidence. In the end, the chapter gives some recommendations for the methodical setup of the product realisation process.
