The development of new innovations has actually changed the way companies interact and develop relationships with customers. The channel-customer relationship has generally been handled through a push technique in communication ("What can we offer customers?") with the hope of cultivating consumer commitment. However, emotional understandings of consumers and how they feel about a product, service, or business can significantly change customers' engagement, behavior, and purchasing preferences.
This quickly progressing landscape has left managers at a loss, and exactly what they are experiencing is likely the start of a tectonic shift in the method digital channels are designed, kept track of, and handled. In this article, digital channel dealings are scrutinized, and helpful concepts for clarifying and refining the emotional meaning behind business strategy and their relationship to corresponding digital channels are detailed. Using two study examples, we discuss the procedure and effect of such psychologically aware digital channel designs. Recommendations are made relating to how companies can choose, design, and maintain digital engagements based upon their strategy and industry needs.
PUBLICATION DATE: May 11, 2016 PRODUCT #: BH743-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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