Details

Affected

Emotionally Engaging Customers in The Digital Age
1. Aufl.

von: Cara Wrigley, Karla Straker
16,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	17.05.2018
ISBN/EAN:	9780730357001
Sprache:	englisch
Anzahl Seiten:	248

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Beschreibungen

Titelbeschreibung

How can you create meaningful connections with customers in the digital space? The rapid emergence of new technologies has revolutionized the way companies build relationships and interact with their customers. Today, it’s more important than ever to have an emotional understanding of customers and how they feel about a product, service, or business, even when your primary interactions are via digital channels. Affected goes beyond influencing behaviors to understanding cognition and emotion as a way to better connect with customers in the digital space. In it, Wrigley and Straker offer a new approach—one that examines channel relationships and useful concepts for clarifying and refining the emotional meaning behind company strategy and their relationship to corresponding channels. Using case study examples from and over a decade of primary research in the area, they discuss the process and impact of such emotionally aware channel designs. Spanning entrepreneurial start-up techniques of wunderkind artist Cj Hendry through to the lucrative retail sector of luxury brand Burberry, this seminal book offers multi-channel design approach that can show companies how to select, design, and maintain digital engagements based on their strategy and industry needs. <ul> <li>Shows businesses how they can better understand and engage with customers digitally</li> <li>Demonstrates how to gain competitive advantage by integrating design methods into corporate strategy</li> <li>Provides multi-channel approaches for how businesses can select, design, and maintain digital engagements</li> <li>Establishes a clear framework for analysing and applying the right strategy for your digital engagement </li> </ul> Connecting and engaging with customers is pivotal to business success, but in the digital space the old methods just won’t cut it. With Affected, you’ll find the tools and techniques you need to find your customers where they are.

Inhaltsverzeichnis

Foreword ix About the authors xi Preface xiii Part I: Affecting customers 1 Chapter 1 Introducing affect: Creating enduring engagements 3 Chapter 2 Customer drivers: Emotion, affect and the hedonic pursuit 21 Case Study: Cj Hendry: Art through Instagram 47 Part II: Affective companies 65 Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologies 67 Chapter 4 Digital business: Success in a virtual world 95 Case Study: Falling in Burberry Love 113 Part III: Affective strategy 129 Chapter 5 Designing affect: The Digital Affect Framework 131 Case Study: Affect in the aviation industry 151 Chapter 6 Managing affect: Digital strategy in the real world 169 Final thoughts 191 Appendix A A (very) brief history of emotions 193 Appendix B Digital Affect Framework canvas 197 Appendix C Typologies and touchpoints index 201 Glossary of key terms 207 Personal reflections and acknowledgements 211 References 213 Endnotes 217 Index 219

Autorenportrait

Dr Cara Wrigley and Dr Karla Straker are design researchers who work with businesses to help them better connect with their customers. Forming the Design Innovation research group at the University of Sydney, Australia, they research the value that design holds in business – specifically through the creation of strategies to design business models that lead to emotive customer engagement.

Back cover copy

'Bringing together emotion theory, design thinking and business strategy into one accessible guide for the emotionally astute leader. Or those who want to be. If organizational EQ is the next revolution, Affected is its first blueprint.' —Rami Banna, Product Manager, Google, Palo Alto, California 'Affected distils the complexity of emotions through contemporary examples and provides practical guidance for business leaders in the digital age—a must read for all who have customers.' —Cees de Bont, Dean of the School of Design, Hong Kong Polytechnic University How can you meaningfully connect with customers in the digital age? Connecting and engaging with customers is pivotal to business success, but in the digital space the old methods just won't cut it. Affected is your ultimate guide to using digital channels to make real connections with your customers. Based on 10 years of independent research, authors Wrigley and Straker take you beyond luck to show you the scientifically-backed methods to building deep and long-lasting connections with customers in a digital space. Learn how to: <ul> <li>identify the ideal digital touchpoints for your business</li> <li>engage with customers digitally, beyond simple influence</li> <li>understand the emotions behind digital engagements</li> <li>determine what drives your customers.</li> </ul> With Affected, you'll discover the tools and techniques you need to digitally connect with your customers.