Affected : emotionally engaging customers in the digital age / Cara Wrigley & Karla Straker.

Format:

Book

Author/Creator:

Wrigley, Cara, author.

Straker, Karla, author.

Language:

English

Subjects (All):

Customer relations.

Internet marketing.

Physical Description:

1 online resource (230 pages) : illustrations

Edition:

1st edition

Other Title:

Emotionally engaging customers in the digital age

Place of Publication:

Milton, Qld : John Wiley & Sons Australia, Ltd, 2018.

System Details:

text file

Summary:

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. Shows businesses how they can better understand and engage with customers digitally Demonstrates how to gain competitive advantage by integrating design methods into corporate strategy Provides multi-channel approaches for how businesses can select, design, and maintain digital engagements Establishes a clear framework for analysing and applying the right strategy for your digital engagement 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.

Contents:

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

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.

Notes:

Includes bibliographical references.

Description based on print version record.

ISBN:

9780730357001

0730357007

9780730356998

073035699X

OCLC:

1037272369