Affected

Affected

by Cara Wrigley, Karla Straker
Released February 2019
Publisher(s): Wiley
ISBN: 9780730357018

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Book description

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.

Table of contents

  1. Foreword
  2. About the authors
  3. Preface
  4. Part: I Affecting customers
    1. Chapter 1 Introducing affect: Creating enduring engagements
      1. DESIGN THINKING
      2. AFFECT AND COMPANIES
      3. DEFINING AFFECT
      4. THE AFFECT EFFECT
      5. DIGITAL AFFECT
    2. Chapter 2 Customer drivers: Emotion, affect and the hedonic pursuit
      1. EMOTIONS 101
      2. EMOTIONS AND AFFECT
      3. COGNITION, AFFECT AND BEHAVIOUR
      4. THE LIFE OF PRODUCTS
      5. DESIGNING FOR EMOTION
      6. THE DIGITAL HEDONIC AFFECT
      7. FROM NOKIA TO APPLE
      8. THE PERSONALITY OF OUR POSSESSIONS
    3. Case Study Cj Hendry: Art through Instagram
      1. UNDERSTANDING THE ART INDUSTRY
      2. THE ARTIST: CJ HENDRY
      3. COMMUNICATING A NEW MEANING
      4. THE RISE OF INSTAGRAM
      5. ONLINE POST ANALYSIS
      6. USER RESPONSE ANALYSIS (COMMENTS)
      7. UNDERSTANDING EMOTIONS AND BEHAVIOURS
      8. LESSONS LEARNT: DESIGNING A DIGITAL CHANNEL
  5. Part: II Affective companies
    1. Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologies
      1. REEBOK: HOW MANY IS TOO MANY?
      2. FROM TRADITIONAL TO DIGITAL
      3. IMPACT OF DIGITAL CHANNELS
      4. DIGITAL TOUCHPOINTS
      5. DIGITAL TYPOLOGIES
      6. BENCHMARKING WITHIN AN INDUSTRY
      7. SELECTING THE RIGHT CHANNEL
      8. MULTICHANNEL CUSTOMER EXPERIENCES
      9. CUSTOMER ENGAGEMENT THROUGH COMMUNITIES
      10. CULTURE IS KEY
    2. Chapter 4 Digital business: Success in a virtual world
      1. HEDGEHOG STRATEGY
      2. UNDERSTANDING COMPANY AFFECT
      3. DIGITAL HEDONIC RHETORIC
      4. CONFLICTING AFFECT MESSAGING
    3. Case Study Falling in Burberry Love
      1. THE DIGITAL CHALLENGE IN LUXURY FASHION
      2. BUSINESS CASE: BURBERRY
      3. THE FIVE DIGITAL CAMPAIGNS
      4. ANALYSING BURBERRY’S SUCCESS
      5. IMPACT AND CHALLENGES OF EMOTION-DRIVEN DIGITAL INNOVATION
  6. Part: III Affective strategy
    1. Chapter 5 Designing affect: The Digital Affect Framework
      1. LOYALTY IS A RARITY
      2. DECONSTRUCTING THE DIGITAL AFFECT FRAMEWORK
      3. EXAMPLES OF ALIGNING VALUES TO EXPERIENCES
      4. AFFECTED PRINCIPLES
    2. Case Study Affect in the aviation industry
      1. THE CHANGING DYNAMICS OF TOURISM
      2. THE AVIATION INDUSTRY
      3. DIGITAL TRENDS AT AIRPORTS
      4. THE STUDY
      5. THE AIRPORT’S CHALLENGE
      6. AN EMOTIONAL DESIGN APPROACH
      7. DESIGNING A BESPOKE DIGITAL CHANNEL
      8. DESIGNING A DIGITAL SOLUTION
      9. NOTES
    3. Chapter 6 Managing affect: Digital strategy in the real world
      1. INNOVATING THE BIGGER PICTURE
      2. A JOB FOR A FOX
      3. IMPLEMENTING AFFECT
    4. Final thoughts
  7. Appendix A A (very) brief history of emotions
    1. NOTE
  8. Appendix B Digital Affect Framework canvas
  9. Appendix C Typologies and touchpoints index
  10. Glossary of key terms
    1. NOTES
  11. Personal reflections and acknowledgements
  12. References
  13. Index
  14. EULA

Product information

  • Title: Affected
  • Author(s): Cara Wrigley, Karla Straker
  • Release date: February 2019
  • Publisher(s): Wiley
  • ISBN: 9780730357018