She adds that it will still be possible to manage customers either as masses or as individuals, and thanks to technology, these operations are more often carried out real time. When we want to enhance the value of an individual customer, we still need to apply a smart, user-driven segmentation.
"There is too much of the push-type marketing around as companies are not sure how their customers use the service and what they expect."
Developing services that meet customer expectations is equally important as improving marketing strategies. Kukkonen speaks of positive dependence that should be achieved with customers.
"It's important to find the methods to activate users from more perspectives."
Kukkonen thinks that leveraging customers' expertise offers a number of opportunities. She says that financial media can be considered a part of the expert network. A news item, for example, is only ready when it has been commented on.
Kukkonen's model is based on her doctoral thesis that utilises customer data collected from Kauppalehti. Kukkonen presented her research findings at the Mediapäivä event in Helsinki on 25 November 2015. The thesis is undergoing the pre-review process and will be completed next year.