Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

Virtual, augmented, and mixed reality technologies allow creation of powerful customer experiences and illustrative demonstrations especially in use cases that benefit from spatial visualizations. Our study focuses on the natural resource management sector and digitalizing of consultative selling process. More specifically, we look at how to improve customer engagement with the use of virtual reality (VR) and thus digitally scale consultative selling. In this process, a VR application is used to demonstrate various management operations and their economic results. Design research methodology is applied to a pre-development phase and three application development iterations between 2016 and 2018. Data consists of user interviews and video observations (N = 129) during various development iterations and three application development plans. The results show that VR offers an emotionally engaging and illustrative tool in consultative selling. Further, it opens a novel way for interaction between the salesperson and customer and possibilities to scale consultative selling digitally, emphasizing the role of trust.
Original languageFinnish
Title of host publicationExploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings
EditorsGerhard Satzger, Lia Patricio, Mohamed Zaki, Niklas Kühl, Peter Hottum
Number of pages14
Place of PublicationCham
PublisherSpringer Nature Switzerland
Publication date21 Sep 2018
Pages385-398
ISBN (Print)978-3-030-00712-6
ISBN (Electronic)978-3-030-00713-3
DOIs
Publication statusPublished - 21 Sep 2018
MoE publication typeA4 Article in conference proceedings
EventExploring Services Science: International Conference, IESS - Karlsruhe, Germany
Duration: 19 Sep 201821 Sep 2018
Conference number: 9

Publication series

NameLecture Notes in Business Information Processing
Number331
ISSN (Print)1865-1348
ISSN (Electronic)1865-1356

Fields of Science

  • 4112 Forestry
  • 512 Business and Management

Cite this

Mattila, O., Tuunanen, T., Holopainen, J., & Parvinen, P. (2018). Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. In G. Satzger, L. Patricio, M. Zaki, N. Kühl, & P. Hottum (Eds.), Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings (pp. 385-398). (Lecture Notes in Business Information Processing; No. 331). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-030-00713-3_29
Mattila, Osmo ; Tuunanen, Tuure ; Holopainen, Jani ; Parvinen, Petri . / Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings. editor / Gerhard Satzger ; Lia Patricio ; Mohamed Zaki ; Niklas Kühl ; Peter Hottum. Cham : Springer Nature Switzerland, 2018. pp. 385-398 (Lecture Notes in Business Information Processing; 331).
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Mattila, O, Tuunanen, T, Holopainen, J & Parvinen, P 2018, Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. in G Satzger, L Patricio, M Zaki, N Kühl & P Hottum (eds), Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings. Lecture Notes in Business Information Processing, no. 331, Springer Nature Switzerland, Cham, pp. 385-398, Karlsruhe, Germany, 19/09/2018. https://doi.org/10.1007/978-3-030-00713-3_29

Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. / Mattila, Osmo ; Tuunanen, Tuure; Holopainen, Jani ; Parvinen, Petri .

Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings. ed. / Gerhard Satzger; Lia Patricio; Mohamed Zaki; Niklas Kühl; Peter Hottum. Cham : Springer Nature Switzerland, 2018. p. 385-398 (Lecture Notes in Business Information Processing; No. 331).

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

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AB - Virtual, augmented, and mixed reality technologies allow creation of powerful customer experiences and illustrative demonstrations especially in use cases that benefit from spatial visualizations. Our study focuses on the natural resource management sector and digitalizing of consultative selling process. More specifically, we look at how to improve customer engagement with the use of virtual reality (VR) and thus digitally scale consultative selling. In this process, a VR application is used to demonstrate various management operations and their economic results. Design research methodology is applied to a pre-development phase and three application development iterations between 2016 and 2018. Data consists of user interviews and video observations (N = 129) during various development iterations and three application development plans. The results show that VR offers an emotionally engaging and illustrative tool in consultative selling. Further, it opens a novel way for interaction between the salesperson and customer and possibilities to scale consultative selling digitally, emphasizing the role of trust.

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Mattila O, Tuunanen T, Holopainen J, Parvinen P. Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services. In Satzger G, Patricio L, Zaki M, Kühl N, Hottum P, editors, Exploring Service Science : 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19-21, 2018, Proceedings. Cham: Springer Nature Switzerland. 2018. p. 385-398. (Lecture Notes in Business Information Processing; 331). https://doi.org/10.1007/978-3-030-00713-3_29