Human-Driven Experience: The Battle for Trust in the Digital Age

Length: 256 pages
Edition: 1
Language: English
Publisher: Wiley
Publication Date: 2022-10-10
ISBN-10: 1119812984
ISBN-13: 9781119812982
Sales Rank: #178461 (See Top 100 Books)

95% of consumers are now making at least one lasting change to how they live, shop and work. Consumers are being forced to face their own consumption, causing many to reconsider their purchases accordingly. Consumers are planning to maintain increased connections with their communities, and some will actively purchase from brands that provide a sense of community. The consumer you thought you knew is no longer, and there is an urgent need to get reacquainted with consumers to understand the changes they’ve been through, and the new values they hold. Companies need to increase consumer confidence to encourage a return to the public domain.

Technology enables the change in consumer behaviour, but it also alienates it. Digital is facilitating life at home, enabling virtual working and learning, as well as providing entertainment and connection. But this ubiquity also creates a roadblock for those who do not have the access or skills to adequately navigate the online world. Companies must outmanoeuvre uncertainty by course correcting, again and again as circumstances change. This requires them to reassess assumptions, re-evaluate scenarios and strengthen their ability to sense and respond.

Humanizing Digital will provide a blueprint for what businesses can do to ensure they effectively adjust their assumptions about consumers, re-evaluate all scenarios and strengthen their capability to predict and respond accordingly. If we are to overcome the growing environment of digital life, we need to better understand how building trust is critical to meet the needs of our customers, employees and citizens. This will in turn foster better communication, improve marketing, collaboration & innovation, buttress democracy and generate profitable growth.

Cover
Title Page
Copyright
Dedication
Introduction: Power to the People
    Notes
1 What Have Brands Lost Over the Past 30 Years? Recognize, Remember, Recommend, Relevance
2 The Human Touch: Customer, Employee, Client, Shareholder … Just People
    An Epiphany
    What Makes Humans Human?
    A Frustrating Example
    A Bridge Too Far?
    The Digital Dilemma—Meeting Needs Versus Surprise and Delight
    Creating Moments That Matter
    Notes
3 Putting Empathy and Expertise Back into the Equation
    Experiencing What a Customer Feels
    The Power of Empathetic Design and The Moving Truck from Hell
    The Law of Unintended Consequences
    The People Quotient
    Get It Fixed
    My UK Summer Adventure (I Think I'm Just Unlucky Renting Vehicles)
    Reducing Your Customers to Tears Is Not a Great Experience
    What You Can Do (Today)
    Notes
4 The Battle for Trust in the Digital Age—The More We See, the Less We Believe
    The Great (Digital) Divide
    The Threat to Markets and Capitalism
    Addressing Institutional Amnesia
    The Digital Law of Diminishing Returns
    Are Institutions Unprepared?
    Notes
5 The Importance of Moving from Predicting to Anticipating
    Obstacles to Building Empathy
    How Should We Frame the Problem?
    What Do Customers Really Want?
    Notes
6 The Six Pillars of Purpose-Driven Experience
    Personalized Care and Recognition
    Trust and Transparency
    Product Origin and Sustainability
    Personal Fulfillment and Growth
    Fun and Entertainment
    Simplicity and Convenience
    Notes
7 Bringing Technology and People Together in a More Human-Centric Way
    Define the Problem
    Create the Strategy/Plan
    Contextualize the Data
    Rework the Organization
    Manage Change
8 Realizing a New Vision for Building Community and Loyalty
    Building a Digital Trust Environment
    Creating a Digital Bill of Rights
    The Dark Side of Social
    The Battle Over Control
    Notes
9 The Value of Promoting Authenticity, Reputation, and Real Engagement
    Be the Customer
    Understand What Data Is Sufficient to Drive That Improved Experience
    Understand What Technology Is Needed to Enable the Experience
    Measure Value Drivers
    Iterate Often
    Build an Empathetic Organization
    Use the Trust Index to Measure Brand Health
    Note
10 Power Sharing and the Human Experience—The Next Wave of Growth
    Three Things
    The Aging Generation
    The Post-COVID Organization
    Note
Acknowledgments
About the Author
Index
End User License Agreement