| Description |
1 online resource : illustrations |
| 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 |
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Changing the meaning of productsThe 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 |
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Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologiesReebok: 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? |
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Chapter 4 Digital business: Success in a virtual worldHedgehog 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 |
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Impact and challenges of emotion-driven digital innovationPart 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 |
| 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 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Online resource; title from PDF title page (EBSCO, viewed May 30, 2018) |
| Subject |
Customer relations.
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Internet marketing.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Customer relations
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Internet marketing
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| Form |
Electronic book
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| Author |
Straker, Karla, author.
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| ISBN |
9780730357001 |
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0730357007 |
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9780730356998 |
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073035699X |
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