Human-driven experience : the battle for trust in the digital age

Human-driven experience the battle for trust in the digital age

"95% of consumers are now making at least one lasting change to how they live, shop and work. Consumers are being forced to face their own consumption, causing many to reconsider their purchases accordingly. Consumers are planning to maintain increased connections with their communities, and so...

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Detalles Bibliográficos
Otros Autores: Harles, Robert, author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Chichester, West Sussex, England : Wiley [2023]
Materias:
Consumer behavior.
Consumption (Economics)
Branding (Marketing)
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009703306706719
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Contents
  • Introduction: Power to the People
  • Chapter 1 What Have Brands Lost Over the Past 30 Years? Recognize, Remember, Recommend, Relevance
  • Chapter 2 The Human Touch: Customer, Employee, Client, Shareholder . . . Just People
  • An Epiphany
  • What Makes Humans Human?
  • A Frustrating Example
  • A Bridge Too Far?
  • The Digital Dilemma-Meeting Needs Versus Surprise and Delight
  • Creating Moments That Matter
  • Chapter 3 Putting Empathy and Expertise Back into the Equation
  • Experiencing What a Customer Feels
  • The Power of Empathetic Design and The Moving Truck from Hell
  • The Law of Unintended Consequences
  • The People Quotient
  • Get It Fixed
  • My UK Summer Adventure (I Think I'm Just Unlucky Renting Vehicles)
  • Reducing Your Customers to Tears Is Not a Great Experience
  • What You Can Do (Today)
  • Chapter 4 The Battle for Trust in the Digital Age-The More We See, the Less We Believe
  • The Great (Digital) Divide
  • The Threat to Markets and Capitalism
  • Addressing Institutional Amnesia
  • The Digital Law of Diminishing Returns
  • Are Institutions Unprepared?
  • Chapter 5 The Importance of Moving from Predicting to Anticipating
  • Obstacles to Building Empathy
  • How Should We Frame the Problem?
  • What Do Customers Really Want?
  • Chapter 6 The Six Pillars of Purpose-Driven Experience
  • Personalized Care and Recognition
  • Trust and Transparency
  • Product Origin and Sustainability
  • Personal Fulfillment and Growth
  • Fun and Entertainment
  • Simplicity and Convenience
  • Chapter 7 Bringing Technology and People Together in a More Human-Centric Way
  • Define the Problem
  • Create the Strategy/Plan
  • Contextualize the Data
  • Rework the Organization
  • Manage Change
  • Chapter 8 Realizing a New Vision for Building Community and Loyalty
  • Building a Digital Trust Environment.
  • Creating a Digital Bill of Rights
  • The Dark Side of Social
  • The Battle Over Control
  • Chapter 9 The Value of Promoting Authenticity, Reputation, and Real Engagement
  • Be the Customer
  • Understand What Data Is Sufficient to Drive That Improved Experience
  • Understand What Technology Is Needed to Enable the Experience
  • Measure Value Drivers
  • Iterate Often
  • Build an Empathetic Organization
  • Use the Trust Index to Measure Brand Health
  • Chapter 10 Power Sharing and the Human Experience-The Next Wave of Growth
  • Three Things
  • The Aging Generation
  • The Post-COVID Organization
  • Notes
  • Acknowledgments
  • About the Author
  • Index
  • EULA.

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