دانلود رایگان مقاله طراحی استراتژی عاطفی و تقویت تعامل کانال دیجیتال

Abstract

The emergence of new technologies has revolutionized the way companies interact and build relationships with customers. The channel–customer relationship has traditionally been managed via a push approach in communication (“What can we sell customers?”) with the hope of cultivating customer loyalty. However, emotional understandings of customers and how they feel about a product, service, or business can drastically alter consumers’ engagement, behavior, and purchasing preferences. This rapidly evolving landscape has left managers at a loss, and what they are experiencing is likely the beginning of a tectonic shift in the way digital channels are designed, monitored, and managed. In this article, digital channel relationships are examined, and useful concepts for clarifying and refining the emotional meaning behind company strategy and their relationship to corresponding digital channels are detailed. Using three case study examples, we discuss the process and impact of such emotionally aware digital channel designs. Recommendations are made regarding how companies can select, design, and maintain digital engagements based on their strategy and industry needs.

5. Implications and summary

Traditionally, design has been employed by businesses to enhance product development and sales by creating an artifact or outcome based on marketing research. Only in recent history has the use of design at an organizational level been investigated (Brown, 2009; Martin, 2008). However, designers have always sought to create experiences to foster positive emotional connections through understanding users and their interactions with a product or company (Desmet, Overbeeke, & Tax, 2001). This research aims to provide ways in which the field of design and emotion can help managers design digital channel engagements by focusing on delivering online experiences that customers desire from companies. In these times of digitization, organizations are required to rethink the traditional concept of customer relationships as new technologies continue to empower customers. The framework presented leverages the role of design, highlighting opportunities made possible through digital channels. As this research spans across people, business, and technology, it aims to contribute to the body of knowledge and processes that will enable companies to engage with customers emotionally via technology, thereby building highly engaging customer experiences. With the ability to impact scholars and practitioners alike, future research should focus on extending the theoretical domain of digital channels to include customer emotional experiences and should require practitioners to publish best practices and outline key strategies and tactics with proven results. Ful- filling an emotional experience depends upon the overall emotional consumption experience, which is determined not only by the consumption of the product but also by all engagements with customers (digital and physical). None of the strategic issues identified here are solely the responsibility or exclusively the domain of designers. The successful implementation of these strategies requires input from a wide variety of functional specialists within the business.