Designing an emotional strategy: Strengthening digital channel engagements |
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| Institution: | 1. School of Business, La Salle University, Philadelphia, PA 19141-1199, U.S.A.;2. Harbert College of Business, Auburn University, Auburn, AL 36849-5241, U.S.A.;1. College of Business, University of Michigan-Dearborn, 19000 Hubbard Drive, Fairlane Center South, 151, Dearborn, MI 48126, U.S.A.;2. College of Business Administration, University of Illinois-Chicago, 601 S. Morgan (MC 243), Chicago, IL 60607, U.S.A.;1. Indian Institute of Management Ranchi, Suchana Bhawan, 5th Floor, Audrey House Campus, Meur''s Road, Ranchi, 834008, Jharkhand, India;2. School of Business and Public Administration, California State University, 9001 Stockdale Highway, Bakersfield, CA 93311, California, USA;3. Montpellier Business School, Montpellier Research in Management, 2300 Avenue des Moulins, 34185, Montpellier, France;4. Amity School of Business, Amity University, Noida, 201313, Uttar Pradesh, India;1. Foster College of Business, Bradley University, 1501 West Bradley Ave., Peoria, IL 61625, U.S.A.;2. E.J. Ourso College of Business, Louisiana State University, 2700 Business Education Complex, Baton Rouge, LA 70803, U.S.A. |
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| Abstract: | 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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| Keywords: | Design Emotions Digital channels Customer relationships Digital behavior |
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