As consumers increasingly look to connect with companies online,
lackluster Web experiences will damage many brands. But better
functional design won’t solve the problem. Instead, Forrester
recommends that companies master the three principles of a new approach
that we call Emotional Experience Design: Address customers’ real
goals, develop a coherent personality, and engage a mix of senses.
Firms can get started by focusing their research on uncovering users’
emotional needs, capturing emotional feedback in testing, and charting
a course to Experience-Based Differentiation.
Or as Bruce Temkin stated: “it is time to make emotional connections online”.
So stop your broadcasting, and build real connections with people by
solving real world problems for them. Don’t push your product to them,
but solve the problem for them and if that is something that can be
done with your product that is actually secondary. Even better try to
anticipate what they might need, provide them with the information
before they realized that they really needed it.
Be consistent in your voice on the different channels and use the
same persona / personality all the way. If you decide to use persons on
one channel, you have to be consistent and keep this personal way of
communication all the way, also on your own platform. Keep in mind:
people in general don’t trust brands or companies, people trust people.
As Bruce states:, mix the senses: “most people can’t remember the content of Intel’s commercials, but they can easily imitate the Intel sound”.
The web has less possibilities than the offline world (you cannot taste
or smell a website or a service). However you can experience it, and
sometimes even feel it. Creating a user experience that is engaging,
purposeful and meaningful, via the channels and devices the user
prefers, in combination with visual appealing creations and things such
as audio and video can help.
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