Designing an emotional strategy : Strengthening digital channel engagements

Straker, Karla & Wrigley, Cara (2016) Designing an emotional strategy : Strengthening digital channel engagements. Business Horizons, 59(3), pp. 339-346.

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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.

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ID Code: 93858
Item Type: Journal Article
Refereed: Yes
Keywords: Customer relationships, Design, Digital behaviour, Digital channels, Emotions
DOI: 10.1016/j.bushor.2016.01.010
ISSN: 0007-6813
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: © 2016 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.
Deposited On: 16 Mar 2016 23:35
Last Modified: 17 Aug 2016 23:19

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