On Developing a Framework for Funology in mCRM
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On Developing a Framework for Funology in mCRM
- 1. On Developing a Framework for Funology in mCRM Kirsten Woodhams-Thomson kirsten@nextgeninno.com Funology Mobile Customer Relationship Management
- 2. Topics We Are All Consumers We Are A Generation of Mobile Users The Question of Funology Putting It Into a Framework Moving Forward
- 4. $ object process Profit growth: increased purchases, referrals, reduced operating costs, price premium Peppers, D., and Rogers, M. (2004) Managing customer relationships: a strategic framework. John Wiley and Sons, Inc., USA GOODS & SERVICES – Subcategories describing two types of products Groonros, C. (1990) Service management and marketing: managing the moment of truth in service competition, Lexington Books $$$ $
- 6. Customer relationships are managed for competitive advantage-for increasing the value of the company Peppers and Rogers 2004 Peppers, D., and Rogers, M., (2004) Managing customer relationships: a strategic framework. John Wiley & Sons, Inc.
- 7. customer relationship management Roberts-Witt, S.L. (2000) It's the customer, Stupid! PC Magazine, June 27, pp.IBIZ 6-22. Crego, E.T., Schriffrin, P.D., and Albrecht, K. (1995) Customer-centered reengineering: remapping for total customer value. Irwin Professional Publication. Ang, L., and Buttle, F., (2002) ROI on CRM: a customer-journey approach, ANZMAC Annual Confernece, Melbourne strategy peo ple systems customer value sales & mark etingaccounting&technology quality&productdeliverymana gement,hr&financeproductd evelopment O perational Tactical Strategi c
- 8. Where is a Company on the Customer Strategy Map? ability to interact with customers individually customers addressed only by 'mass' standard products tailored products . Mass relationship Mass communication Mass interaction Mass distribution Relationship communication interaction distribution using databases of customers 1 to 1 relationship communication interaction distribution Niche relationship communication interaction distribution Source Modified: Peppers, D., and Rogers, M., (2004) Managing customer relationships: a strategic framework. John Wiley & Sons, Inc.
- 9. Understand the customer Analyse data in real-time Relate with the customer Communicate and interact in now-time and planned time Know the customer Collect real-time data 'Seduce' the customer Meet customer goals, build engaging relationships, delight emotions all the time
- 10. Business Intelligence Contact Centers Content Management Customer Analytics Data Mining e-Business eCRM Email Marketing Employee Relationship Management Enterprise Resource Planning Knowledge Management Relationship Management Sales Automation Supply Chain Management Web Services Billing & Account Management
- 11. Business Intelligence Contact Centers Content Management Customer Analytics Data Mining e-Business eCRM Email Marketing Employee Relationship Management Enterprise Resource Planning Knowledge Management Relationship Management Sales Automation Supply Chain Management Social Media Web Services Billing & Account Management
- 12. Billing & Account Management Business Intelligence Contact Centers Content Management Customer Analytics Data Mining e-Business eCRM Email Marketing Employee Relationship Management Enterprise Resource Planning Knowledge Management Relationship Management Sales Automation Supply Chain Management Web Services Social Media Mobile Services
- 13. pushpull human serviceself-service manual technology one place anywhere one time any time individual collaborative channel
- 15. efficiency e ffectiveness tim ely usable accura te functionemplo yeemotivationcusto m erengagement
- 16. Reliable | Responsive | Competent | Accessible | Courteous | Communicative | Credible | Secure | Personal | Tangible | Functional | Quality Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985) A conceptual model of service quality and its implications for future research. Journal of Marketing, American Marketing Association. efficiency e ffectiveness timely accurate effortless usable qualityreaponsiveaccessiblecommunic ativesecurefunctionalreliablecompenten tcourteouscrediblepersonaltangible
- 17. Source: Carpenter, H. (2010) How much of a relationship does your customers actually want? I'm not actually a geek. Blog found at http://bhc3.wordpress.com/2010/08/03/how-much-of-a-relationship-do-your-customers-actually-want/ MAYBE CUSTOMERS ARE SHIFTING TOWARDS SELF SERVICE BECAUSE THEY DON'T WANT A RELATIONSHIP WITH COMPANIES Dixon, M., and Ponomareff, L. (2010) Why customers don't want to talk to you. The Conversation. Online at http://blogs.hbr.org/cs/2010/07/why_your_customers_dont_want_t.html. Last viewed 15 Oct, 2010. NOW SOCIETY Morton, M. [] “The Now Society”. Modular Building Institute. Online at http://www.modular.org/magazine/morton2.aspx When Do Customers Want a Relationship? customer interest in a relationship complexity of the product or problem efficiency, simplicity, convenience episodic interaction events complex , long term interactions
- 18. We all want a relationship but on our own terms, in our way and in our own time... fewer, closer, longer Galbraith, J.R. (2006) Desiging the customer-centric organization, CEO Telecon,22 February 2006 (Presentation online at www-marschall.usc.edu/assets/005/5484.pdf.
- 19. We Are A Generation of Mobile Users
- 22. interface & interaction screen adapters points infrared reader fingerprint reader secondary devices optical drives hard disk boards bluetooth memory GPRS USB caseing batteries modem chips applications & services hardwarenetworks any time anywh ere
- 23. interface & interaction screen adapters points infrared reader fingerprint reader secondary devices optical drives hard disk boards bluetooth memory GPRS USB caseing batteries modem chips applications & services hardwarenetworks navigation m-commerce e-money graphic editors email SMS music software media player ringtone screen saver calendar social networking maps Internet file manager games any time anywh ere
- 24. interface & interaction screen adapters points infrared reader fingerprint reader secondary devices optical drives hard disk boards bluetooth memory GPRS USB caseing batteries modem chips applications & services hardwarenetworks navigation m-commerce e-money graphic editors email SMS music software media player ringtone screen saver calendar social networking maps file manager Internet games 1G 3G 4G 3.5G 3G+ Dynamic Channel Assignment number portability CDMA any time anywh ere
- 25. interface & interaction screen adapters points infrared reader fingerprint reader secondary devices optical drives hard disk boards bluetooth memory GPRS USB caseing batteries modem chips applications & services hardwarenetworks navigation m-commerce e-money graphic editors email SMS music software media player ringtone screen saver calendar social networking maps file manager Internet games 1G 3G 4G 3.5G 3G+ Dynamic Channel Assignment number portability CDMA caseing buttons slides keys keyboard point stylus navigation any time anywh ere
- 26. interface & interaction screen adapters points infrared reader fingerprint reader secondary devices optical drives hard disk boards bluetooth memory GPRS USB caseing batteries modem chips applications & services hardwarenetworks navigation m-commerce e-money graphic editors email SMS music software media player ringtone screen saver calendar social networking maps file manager Internet games 1G 3G 4G 3.5G 3G+ Dynamic Channel Assignment number portability CDMA caseing buttons slides keys keyboard point stylus navigation reliability speed s ecurity functio nality u sability any time anywh ere
- 27. interface & interaction screen adapters points infrared reader fingerprint reader secondary devices optical drives hard disk boards bluetooth memory GPRS USB caseing batteries modem chips applications & services hardwarenetworks navigation m-commerce e-money graphic editors email SMS music software media player ringtone screen saver calendar social networking maps file manager Internet games 1G 3G 4G 3.5G 3G+ Dynamic Channel Assignment number portability CDMA caseing buttons slides keys keyboard point stylus navigation reliability speed s ecurity functio nality u sability any time anywh ere psychological goal environmentactivity location expe rtise
- 28. pushpull human serviceself-service manual technology one place anywhere one time any time individual collaborative mobile channel
- 29. psychological goal environmentactivity location expe rtise anytime anywhere Understand the customer Analyse data in real- time Relate to the customer Communicate and interact in now- time and planned time Know the customer Collect real-time data 'Seduce' the customer Meet customer goals, build engaging relationships, delight emotions at every touchpoint
- 31. functional/ pragmatic emotional/ hedonic/ experiential [ affective ] Roto. V., and Rautava, M. (2008) User experience elements and brand promise International Engagability & Design Conference (Idec4) in conjunction with NordiCHI'08 conference, October 19, 2009, Lund, Sweden
- 33. act feel think sense relate Experiential Value Promise Schmitt, B.H. (2003) Customer experience management: a revolutionary approach to connecting with your customers. John Wiley and Sons, Ltd Holistic Approach: whee all emtional elements stand as equal partners in an experience Wright, P., Wallace, J., and McCarthy, J. 2008. Aesthetics and experience-centered design. ACM Trans. Comput.-Hum. Interact. 15, 4, Article 18 (November 2008) functional/ pragmatic emotional/ hedonic/ experiential [ affective ] functionalsecure communicative accessible responsive quality reliable competent courteous credible personal tangible timely accurate effortless usable utilityefficienteffectiveerrorfree satisfaction
- 36. any time anywh ere functional/ pragmatic emotional/ hedonic/ experiential [ affective ] connectionconnection participationparticipation activepassive absorption immersion The Four Realms of an Experience Pine, B.J., and Gilmore, J.H. (1998) Welcome to the Experience Economy, Harvard Business Review, July-August 1998 psychological goal environmentactivity location expe rtise
- 41. any time anywh ere connectionconnection participationparticipation activepassive absorption immersion functional/ pragmatic emotional/ hedonic/ experiential [ affective ] enjoyment sed uce'goals -centered' engage d elight psychological goal environmentactivity location expe rtise
- 42. any time anywh ere connectionconnection participationparticipation activepassive absorption immersion funology functional/ pragmatic emotional/ hedonic/ experiential [ affective ] sed uce'goals -centered' engage d elight enjoyment pleas urefulfillamuseen chant prov oke psychological goal environmentactivity location expe rtise
- 43. any time anywh ere connectionconnection participationparticipation activepassive absorption immersion functional/ pragmatic emotional/ hedonic/ experiential [ affective ] funology sed uce'goals -centered' engage d elight enjoyment pleasure f ulfillamuseenchantprovokegratifycha llenge learn inspire interact Games and Play Pransky, M. (2001) Fun, play and games: what makes games engaging, in Digital Game Based Learning, chapter 5. McGraw-Hill. psychological goal environmentactivity location expe rtise
- 44. Putting It Into A Framework
- 45. distinctive unity continuity causal power unique height weight age gender beliefs f aith prejudices r elationshipvalue s self-concept e m otions Concept of Self Wright, P.H. (1984) Self-referent motivation and intrinsic quality of friendship, Journal of Social and Personal Relationships, 1984; 1; 115.
- 46. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions
- 47. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions Orientation Exploratory Affective Affective Stable Depenetration SOCIAL PENETRATION THEORY Altman, I. and Taylor, D. A. (1973) Social Penetration, New York: Holst, Rinehart, Winston Altman, I., & Taylor, D. (1987). Communication in interpersonal relationships: Social Penetration Theory. In M. E. Roloff and G. R. Miller (Eds.), Interpersonal processes: New directions in communication research, 257-277. Newbury Park, CA: Sage
- 48. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions Orientation Exploratory Affective Affective Stable Depenetration any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal
- 49. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions Orientation Exploratory Affective Affective Stable Depenetration any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal MERE EXPOSURE THEORY Zajonc, R. B. (1968) Attitudinal effects of mere exposure, Journal of Personality and Social Psychology, 9, Monongraph supplement No. 2, Part 2 Sawyer, A. G. (1981). Repetition, cognitive responses and persuasion. In R. E. Petty, T. M. Ostrom and T. C. Brock (eds.), Cognitive responses in persuasion (pp. 237-261). Hillsdale, NJ: Erlbaum. Miller, R. L. (1976). Mere exposure, psychological reactance and attitude change. Journal of Abnormal and Social Psychology, 59, 1-9. Kunst-Wilson, W. R. and Zajonc, R. B. (1980). Affective discrimination of stimuli that cannot be recognized. Science, 207, 557-558 ............................Familiarity Through Exposure............................
- 50. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions Orientation Exploratory Affective Affective Stable Depenetration any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal STIMULUS-VALUE-ROLE MODEL Murstein, B.I. (1970) Stimulus-value-role: A theory of marital choice, Journal of Marriage and the Family 32, 465-81 ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions)..........
- 51. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions Orientation Exploratory Affective Affective Stable Depenetration any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal STIMULUS-VALUE-ROLE MODEL Murstein, B.I. (1970) Stimulus-value-role: A theory of marital choice, Journal of Marriage and the Family 32, 465-81 ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions).......... Determine Capability & Friendship
- 52. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions Orientation Exploratory Affective Affective Stable Depenetration any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal MERE EXPOSURE THEORY - Zajonc, R. B. (1968) Attitudinal effects of mere exposure, Journal of Personality and Social Psychology, 9, Monongraph supplement No. 2, Part 2. ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions).......... Determine Capability & Friendship ...........................Develop a Working Relationship...........................
- 53. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions Orientation Exploratory Affective Affective Stable Depenetration any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal MERE EXPOSURE THEORY - Zajonc, R. B. (1968) Attitudinal effects of mere exposure, Journal of Personality and Social Psychology, 9, Monongraph supplement No. 2, Part 2. ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions).......... Determine Capability & Friendship ...........................Develop a Working Relationship........................... ............,,,,,,,,,,,,,,...............Like Through Familiarity..................,,,,,,,,,,,,,,,,,,,,,,.........
- 54. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receivervalues emotions values emotions any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions).......... Determine Capability & Friendship ...........................Develop a Working Relationship........................... ............,,,,,,,,,,,,,,...............Like Through Familiarity..................,,,,,,,,,,,,,,,,,,,,,,......... Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... Orientation Exploratory Affective Affective Stable Depenetration ...........................,,....,,,.,,,......Rapport....................................,,,,,,...
- 55. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receivervalues emotions values emotions any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions).......... Determine Capability & Friendship ...........................Develop a Working Relationship........................... ............,,,,,,,,,,,,,,...............Like Through Familiarity..................,,,,,,,,,,,,,,,,,,,,,,......... EXCHANGE PRINCIPLE Cialdini, 1994 Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... Orientation Exploratory Affective Affective Stable ............,,,,....Emotionally-Perceived Value Exchange.........,,,,,,....... ...........................,,....,,,.,,,......Rapport....................................,,,,,,... Caring Available SharingListening EmpathyHonest Depenetration
- 56. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions Orientation Exploratory Affective Affective Stable Depenetration any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions).......... Determine Capability & Friendship ...........................Develop a Working Relationship........................... ............,,,,,,,,,,,,,,...............Like Through Familiarity..................,,,,,,,,,,,,,,,,,,,,,,......... ............,,,,.,..Emotionally-Perceived Value Exchange.........,,,,,,....... ...........................,,....,,,.,,,......Rapport....................................,,,,,,... EXCHANGE PRINCIPLE Cialdini, 1994 caring available listening sharing honest empathy quality responsive accessible communicative secure functional reliable competent courteous credible personal tangible timely accurate effortless usable perceived pragmatic qualities
- 57. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receiver Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... values emotions values emotions Orientation Exploratory Affective Affective Stable Depenetration any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions).......... Determine Capability & Friendship ...........................Develop a Working Relationship........................... ............,,,,,,,,,,,,,,...............Like Through Familiarity..................,,,,,,,,,,,,,,,,,,,,,,......... ...........,,,,.,...Emotionally-Perceived Value Exchange.........,,,,,,....... ...........................,,....,,,.,,,......Rapport....................................,,,,,,... EXCHANGE PRINCIPLE Cialdini, 1994 caring available listening sharing honest empathy quality responsive accessible communicative secure functional reliable competent courteous credible personal tangible timely accurate effortless usable perceived pragmatic qualities perceived affective emotions loss of affective emotions loss of pragmatic qualities enjoyment engagement delight seduction pleasure filfullment enchantment provocation gratification challenge learning inspiration interaction
- 58. distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receivervalues emotions values emotions Orientation Depenetration any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions).......... Determine Capability & Friendship ...........................Develop a Working Relationship........................... ............,,,,,,,,,,,,,,...............Like Through Familiarity..................,,,,,,,,,,,,,,,,,,,,,,......... ............,,,,.,..Emotionally-Perceived Value Exchange.........,,,,,,....... ...........................,,....,,,.,,,......Rapport....................................,,,,,,... THE RESONANCE MODEL Tony Schwartz (1973) The Responsive Chord, Anchor Press, Garden City Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... caring available listening sharing honest empathy quality responsive accessible communicative secure functional reliable competent courteous credible personal tangible timely accurate effortless usable ..........,,,,,.,,,...Resonate with Mutual Thinking...........,,,,,....... Exploratory Affective Affective Stable perceived affective emotions perceived pragmatic qualities values emotions values emotions loss of affective emotions loss of pragmatic qualities enjoyment engagement delight seduction pleasure filfullment enchantment provocation gratification challenge learning inspiration interaction
- 59. any tim e anywhere anytime anywhere e nvironment expertise psychological location activit y goal ............................Familiarity Through Exposure............................ .........Evaluation Through Stimulus (senses and emotions).......... Determine Capability & Friendship ...........................Develop a Working Relationship........................... ............,,,,,,,,,,,,,,...............Like Through Familiarity..................,,,,,,,,,,,,,,,,,,,,,,......... ............,,,.,,..Emotionally-Perceived Value Exchange.........,,,,,,....... ...........................,,....,,,.,,,......Rapport....................................,,,,,,... THE RESONANCE MODEL Tony Schwartz (1973) The Responsive Chord, Anchor Press, Garden City distinctive unity continuity causal power unique distinctive unity continuity causal power unique SourceReceiver Source Receivervalues emotions values emotions Orientation Depenetration Information Intelligence News Notice Tiding(s) Idea(s) ... Information Intelligence News Notice Tiding(s) Idea(s) ... caring available listening sharing honest empathy quality responsive accessible communicative secure functional reliable competent courteous credible personal tangible timely accurate effortless usable enjoyment engagement delight seduction pleasure filfullment enchantment provocation gratification challenge learning inspiration interaction ..........,,,,,,,...Resonate with Mutual Thinking.........,,,,....... Exploratory Affective Affective Stable perceived affective emotions perceived pragmatic qualities values emotions values emotions ..........,,,,,.,,,,,,,,,,,...Emotional Bonding.......,,,...,,,,,,,,,....... loss of affective emotions loss of pragmatic qualities
- 61. Moving Forward
- 62. Who is the mCRM customer? Are the emotions identified appropriate for mCRM? How much of a relationship does a mCRM customer want? Who owns and ultimately manages the relationship? How does funology and captology relate within mCRM? Is seduction an appropriate experience to design for? In various contexts how does the relationship model change? In comparison with other channels how do relations develop for the mobile? For the mobile medium design to inspire an emotion from the customer? Can we design a particular emotion into the mobile UI eg make a provocative UI? Can we design this relationship through the mobile channel? What are appropriate sales, marketing and service apps? Which investigation and evaluation methods are appropriate?
- 63. Thank you Questions? Relationship theories can be found at http://www.changingminds.org
Editor's Notes
- We are in the most part turning into a more mobile generation: cars and other transport Always connected via computers or mobile phones However computers although wireless are not as mobile – easy to carry around, use on the go, etc.
- Businesses operate by making money – from us their customers
- Businesses operate by making money – from us their customers
- Customer value is a customer's perceived preference for and evaluation of those product attributes, attribute performances, and consequences arising from use that facilitate (or block) achieving the customer's goals and purposes in use situations Robert Woodruff, Customer value: the next souce for competitive advantage 1997
- But it is perhaps a simplified view. In fact we all need a relationship with a company that provides us with services or products whether we choose to do it via self-service or human-service, via human contact or via technology: we can choose our own media but the level of interaction and communication and relationship building will depend on what our goals are If it is something simple like buying chewing gum then how much of a relationship do we need to engage in If it is something difficult like booking a tour or something where an ongoing relationship is beneficial eg banking or a clothing store or a supermarket then we will probably want a lot more of a relationship and want engage a lot more with the company Everyone will differ regarding the channel (customer to mobile or customer to agent) and brevity but still a relationship must be had
- We are in the most part turning into a more mobile generation: cars and other transport Always connected via computers or mobile phones However computers although wireless are not as mobile – easy to carry around, use on the go, etc.
- We are in the most part turning into a more mobile generation: cars and other transport Always connected via computers or mobile phones However computers although wireless are not as mobile – easy to carry around, use on the go, etc.
- Indeed mobile phones enable anytime, anywhere, anyplace communications
- Sense Experience: sight, sound, touch, taste and smell Perception sensation stimulation Feel Experience: appeals to customer's inner feelings and emotions created through affective experiences that range from mildly positive moods linked to a brand to strong emotions of joy and pride Think Experience: appeals to the intellect. Creates value for customers by engaging them creatively. Act Experience: appeals to behaviours and lifestyles, creating values for customers by showing them alternative lifestyles or alternative ways of doing business Relate Experience: social experiences. It creates value for the customer by providing social identity and sense of belonging.
- Fun = Enjoyment Fun = Pleasure Play = Involvement through participation: all four quadrants but active immersion more than passive absorption Rules and Adaption = Structure and Flow: around the concepts of relationship and communication but also user interface and user interaction; adapting to the rhythms the turns in the relationship Goals = Motivation – what motivates the customer, what motivates the business? Interactive = Doing: interacting, relating and communication; using products Outcones and Feedback = Learning: learning about each other through the user interface and interaction Ego gratification: building a relationship it is important the customer is gratified Challenge (or conflict/competition/opposition) = Adrenaline: how can we challenge (or compete) through this relationship to engage the customer more Problem solving = Creative: what is this in mCRM? Creativity through customer involvement means more immersion and more activity Interaction = Socialness; cooperation; collaboration. Emotion: emotion in design (physically seen in the design), design for emotion (response), design through emotion (before, during, after)
- Distinctiveness – what distinguishes us – how we differentiate ourselves from others eg social identity and group loyalty. Sense of disctinctiveness leads to discrimination (Social Identify Theory by Tajfel and Turner) Uniqueness – what makes us special that no one else can do Causal power – when we put forth effort and succeed in accomplishing an intended action (Ansoff, Psychology of volition, 1993) Continuity – is the sense of self when acting across diverse situations and across time, and it is a reference model guding behavioral choices. It comes from emory, biography and self-concept. (Sociologycentral.com, Self Identity) Unity – acceptance of self and others, close relationships, sense of brotherhood
- s
- Play safe Small talk Cliches Follow norms
- Play safe Small talk Cliches Follow norms
- Start to reveal ourselves – sense of who we are Personal attitudes about moderate topics Maybe not the whole truth Feeling our way
- Private and personal Personal idioms Criticism and arguments Intimicy
- Plateau area Personal sharing Emotional reaction and prediction
- Breakdown Withdrawal Termination
- 1. Who is the mCRM customer? What are the characteristics that need to be designed for? 2. How appropriate are the emotions identified for mCRM? There are a lot listed, but they are all related. I am not looking the change them necessarily. 3. How much of a relationship does an mCRM customer want? In which contexts? And how? Is the relationship model appropriate for mCRM? Again, not looking for acceptance just thoughts. 4. Who owns and manages the relationship at various points in the interaction? When? How does it happen? Why does it happen? What are the outcomes? 5. There is elements of persuasion here. I have deliberately gone down the path of funology because it brings in more of the participation through enjoyment. Captology is related. Have I got the approach right? 6. Is seducation ethical? Is it appropriate? 7. In different contexts of mCRM how do the emotions and relationship model differ? 8. How does the mobile channel affect this model and the relationships? 9. Can these emotions be designed INTO the user interface of the mobile channel? 10. Can the mobile channel help us design FOR these emotions – to inspire these emotions in the customer? 11. Can we use the mobile channel to design THROUGH the emotional process? 12. What mCRM – sales, marketing and support – are appropriate for this model and set of emotions? 13. What design and evaluation methods that account for experience and emotions are appropriate here, taken across the spectrum of formative and summative, subjective and objective, quantitative and qualitative?