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عنوان فارسی مقاله:
طراحی یک استراتژی عاطفی: تقویت تعامل کانال های دیجیتال
عنوان انگلیسی مقاله:
Designing an emotional strategy: Strengthening digital channel engagements
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بخشی از مقاله انگلیسی :
Customers will have associated feelings, emotions, and moods informed by past experiences with a company. Associations could be linked to branding, advertising, or social interactions with the company. In order to provide customers with experiences, the underlying emotions must first be thoroughly understood. Understanding the emotional drivers of a company’s strategy facilitates the emotional commitment of customers and employees. An emotional commitment develops when a customeridentifies with the values of a company to understand its mission. The importance of a sense of meaning is heavily explored in the field of design and emotion, as the customer mindset is a key driver of company performance. Ifthe customeris engrossed in the experience and brand throughout recurring engagements, it has the potential to significantly affect the perception of company value (Verhoef et al., 2009). However, with the growing number of channels, companies are faced with the challenge of unifying their online value across multiple channels and engaging with customers in a way that is not only consistent with and true to their company value but also captivates customersin theirsense of meaning. Another challenge with digital channels is the ability of customers to engage and share their own content,thus empowering them to express and publish positive and negative experiences with or withoutthe permission ofthe company.Issuessuch as product quality, lack of availability, poorservice, and high prices are now transparent and instantly broadcast by the customer, often impacting a company’s reputation and resulting in the loss of customers and revenue. However, these new digital channels combined with increasing levels of digital literacy also allow embedding customers as co-designers and co-producers of company value and meaning (see Table 1).
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کلمات کلیدی:
Designing for Emotion: Aaron Walter: 9781937557003: Amazon.com ... https://www.amazon.com/Designing-Emotion-Aaron-Walter/dp/1937557006 Designing for Emotion [Aaron Walter] on Amazon.com. ... Designing for Emotion demonstrates accessible strategies and memorable methods to help you make ... Designing For Emotion - Forrester https://www.forrester.com/report/Designing+For+Emotion/-/E-RES121263 Jan 24, 2017 - And even companies that do and try to design for emotion rarely tap its full potential. This report helps CX professionals better understand and ... Artificial Intelligence in Education: Building Learning Systems that ... https://books.google.com/books?isbn=1607500280 Vania Dimitrova - 2009 - Computers This paper proposes an emotional responsibility strategy to design educational virtual characters, named animal companions. Different from the cognitive ... Food Packaging Tips for Emotional Package Design Strategy https://www.thebalance.com › ... › Food and Beverage Company Profiles Feb 23, 2017 - Strategic Food Packaging Design Secrets From a Small Business ... our packaging to evoke that emotion that comes from opening a gift or ...
