Affected: Emotionally Engaging Customers in The Digital Age

by Cara Wrigley, Karla Straker

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.

202 pages, Kindle Edition

Published May 17, 2018

Reviews

[Trevor Sebastian · Rating 4 out of 5]

This was a very interesting book about how companies create an emotional attachment to design and sell products. It's filled with many great stories and examples of where this works wonderfully or when it creates PR problems.

Overall, I enjoyed the book. At times it got incredibly dense and my eyes began to gloss over. Their ven diagrams and charts (at least on an eBook), were incredibly convoluted and repetitious. I felt they did nothing more than fill pages in the book. However, the stories were helpful at explaining the points and I found a newfound respect for some companies I already purchased products from. If you're starting a business, this is worth a read so you can better understand how to emotionally connect with your products or services.

[Felicita · Rating 3 out of 5]

Also might come back to this… if I can find my copy