Affected emotionally engaging customers in the digital age
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...
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Milton, Qld :
John Wiley & Sons Australia, Ltd
2018.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630708706719 |
Tabla de Contenidos:
- Intro
- Affected
- Contents
- Foreword
- About the authors
- Preface
- Part I Affecting customers
- Chapter 1 Introducing affect: Creating enduring engagements
- Design thinking
- Affect and companies
- Kodak's missed moment
- Second that emotion
- Defining affect
- The affect effect
- Digital affect
- Chapter 2 Customer drivers: Emotion, affect and the hedonic pursuit
- Emotions 101
- Emotions and affect
- Cognition, affect and behaviour
- The life of products
- Juicy Salif
- Smart Roadster
- Lipstick phone
- Designing for emotion
- Shannon's model of communication
- Product experiences
- Cognitive appraisals
- Changing the meaning of products
- The digital hedonic affect
- From Nokia to Apple
- The personality of our possessions
- Case Study Cj Hendry: Art through Instagram
- Understanding the art industry
- The artist: Cj Hendry
- Communicating a new meaning
- The rise of Instagram
- Online post analysis
- User response analysis (comments)
- Understanding emotions and behaviours
- Cognition
- Affect
- Behaviour
- The positive and negative #sneakerdead
- Cognition
- Affect
- Behaviour
- Lessons learnt: Designing a digital channel
- Part II Affective companies
- Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologies
- Reebok: How many is too many?
- From traditional to digital
- Impact of digital channels
- Digital touchpoints
- Digital typologies
- Functional typology
- Social typology
- Community typology
- Corporate typology
- Benchmarking within an industry
- Functional and social industries
- Functional and corporate industries
- Selecting the right channel
- Multichannel customer experiences
- Customer engagement through communities
- Culture is key
- Kate Spade: Japan micro-stores
- Homeplus: Future of retail?.
- Chapter 4 Digital business: Success in a virtual world
- Hedgehog strategy
- Umpqua Bank
- Creating and capturing value
- Understanding company affect
- Digital hedonic rhetoric
- Conflicting affect messaging
- Case Study Falling in Burberry Love
- The digital challenge in luxury fashion
- Business case: Burberry
- The five digital campaigns
- My Burberry My Fragrance
- Burberry Kisses
- Burberry Acoustic
- Burberry Bespoke
- The Art of the Trench
- Analysing Burberry's success
- Company and customer engagement
- Designing digital channels
- Digital customer experience
- Impact and challenges of emotion-driven digital innovation
- Part III Affective strategy
- Chapter 5 Designing affect: The Digital Affect Framework
- Loyalty is a rarity
- Deconstructing the Digital Affect Framework
- Value proposition: Understanding your industry
- Digital hedonic rhetoric: Understanding your customer
- Digital stimulus: Understanding your digital engagements
- Think before you post
- Examples of aligning values to experiences
- Affected principles
- Like all great design, less is more.
- If you created it, you need to maintain it.
- Don't follow the trend.
- Alignment is crucial.
- Your customers are your greatest asset.
- We might not remember the details, but we will remember how it made us feel.
- Case Study Affect in the aviation industry
- The changing dynamics of tourism
- The aviation industry
- Digital trends at airports
- The study
- The airport's challenge
- An emotional design approach
- Designing a bespoke digital channel
- Designing a digital solution
- Chapter 6 Managing affect: Digital strategy in the real world
- Innovating the bigger picture
- Apple
- Samsung
- Configuration
- Offering
- Experience
- A job for a Fox
- Implementing affect
- Step 1: A Fox's company and customer strategy.
- Step 2: A Fox understands needs
- Step 3: The Fox's way to shaping behaviour
- Final thoughts
- Appendix A A (very) brief history of emotions
- Appendix B Digital Affect Framework canvas
- Appendix C Typologies and touchpoints index
- Glossary of key terms
- Personal reflections and acknowledgements
- References
- Endnotes
- Index
- EULA.
