Enhancing customer orientation in construction industry by means of new technology

The construction industry is one of the global economic activities with a highly competitive environment, raising demand within the companies to differentiate. One of such approaches to is customer orientation that aims to provide better quality and customer satisfaction. Within the construction industry customer orientation has slowly been recognized, but the role of customers and end-users is changing. The empirical part draws from the results on the application of virtual environments as an active role in presenting and communicating the proposals to the customers. Three case studies supported with questionnaires were conducted suggesting that the virtual environment approach clearly enhanced the design coordination between professionals, city and municipality representatives and other interest groups. The case study of 'Nissola' demonstrated how Internet based virtual model could be used by audiences to post comments on the plan. When they were asked for an option to use virtual model in Internet, the opinions of interviewees varied throughout the three cases but indicated a pattern that over sixty percent preferred Internet based social approach. Currently many companies measure the success of their projects with time, cost, and performance. In relation to earlier, customer orientation should recognized as a fourth criteria. Taking it to practice still requires organizational changes to manage for example changes, create more profound guidelines and contribute research to learn more on the opportunities. Social applications manifest the easy access of information and the voice of customers and end users can be heard. The construction industry has now an opportunity to utilize customer driven work practices through visual social applications in projects to communicate with experts and audiences. Social media applications and their integration with BIM technology still require a wider research approach to be implemented.