Consumer Experience and Relationship Management in the Internet of Things

As connected devices proliferate across homes, workplaces and public spaces, the Internet of Things (IoT) is transforming how consumers interact with products and services. Consumers now expect seamless, personalised experiences driven by real‐time data streams from sensors embedded in everyday artefacts. Their satisfaction hinges not only on functional performance but also on emotional engagement, ease of use and perceived control over autonomous device behaviours. At the same time, firms leverage IoT analytics to cultivate deeper, long‐term relationships, using insights from usage patterns to tailor offerings, anticipate needs and deliver proactive support. This shift heralds a new paradigm in relationship management, wherein continuous, bidirectional communication between the consumer and the firm underpins loyalty and value co‐creation. Key challenges include balancing autonomy and transparency in smart products, addressing privacy and trust concerns, and designing adaptive interfaces that accommodate diverse consumer preferences. Global research now examines how differences in cultural norms, individual innovativeness and device smartness profiles influence adoption, satisfaction and ongoing engagement in IoT ecosystems.

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Consumer Experience and Relationship Management in the Internet of Things publication trend

The graph below shows the total number of articles in consumer experience and relationship management in the internet of things across all publications each year (not limited to Nature Index journals).

Technical terms

Internet of Things (IoT): A network of physical devices embedded with sensors and connectivity enabling data exchange and automation.

Smart Product: An artefact capable of sensing, processing and communicating information to perform autonomous or adaptive functions.

Consumer Experience (CX): The aggregate of perceptions, emotions and responses a customer has during interactions with products and services.

Relationship Management: The strategic processes through which firms use data and communication to build and sustain consumer loyalty and engagement.

Product Smartness: The degree to which a product exhibits intelligence attributes—autonomy, adaptability, interactivity and contextual awareness.

References

1. Effects of Product Smartness on Satisfaction: Focused on the Perceived Characteristics of Smartphones. Journal of Theoretical and Applied Electronic Commerce Research (2018).
2. Conception of Smartness: A Design Research on User Experience of Smart Artifacts. Human Behavior and Emerging Technologies (2024).
3. Smartness unleashed: a multilevel model for understanding consumers' perceptions and adoption across a myriad of smart offerings. Journal of Service Theory and Practice (2023).
4. Generating Marketing Outcomes through Internet of Things (IoT) Technologies. Sustainability (2020).