X: The Experience When Business Meets Design
出版时间:
2015-10
ISBN:
9781118456545
定价:
293.10
装帧:
其他
开本:
其他
纸张:
其他
页数:
256页
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Welcometoaneweraofbusinessinwhichyourbrandisdefinedbythosewhoexperienceit.Customerexperienceisthenewmarketinganditsalsooneofthehottesttrendsinbusinessrightnow.AlsoknownasCX,executives,strategists,andagenciesalikearelearningthatthedigitalcustomerisnotablydifferentthanthetraditionalcustomersbeforethem.Expectations,thetechnologytheyuse,howandwheretheymakedecisionsandwhatitistheyvalueisforcingstrategiststorethinkandredesignthecustomerjourneyforamultiscreenworld.Whilerifewithchallenges,CXrepresentsalife–savingopportunityforbusinessestoearnrelevanceamonganewgenerationofconnectedcustomers.Butwhatisanexperience?Believeitornot,itsmorethancreativemarketingorexceptionalcustomersupport.Anexperienceisaphysicalandemotionalconnectionbetweenbrandandcustomerthroughouttherelationshiplifecycle.Anexperienceisthebrandanditisaspirational.Anexperienceisagreatproduct,itspackaginganditsperformanceovertime.Anexperienceisdelightfulsalesandservice.AnexperienceiseverythingandanexperienceisintentionalbydesignTherealityisthatpeoplearegoingtohaveanexperience.Thequestionishaveweactuallydefinedwhatitisandwhatitshouldlooklike,feellike,andhowitenchantsoursensesandsensibilities?Ordoyoujustleaveittochance?Theproblemisthatexperiencestodayaredisjointedsimplybecauseeveryonehasadifferentanswertowhatanexperienceisorshouldbe.Andworse,peoplewholeadcustomerengagementacrossdifferenttouchpointsdontcollaborateorcommunicatetoday.Withoutdesign,experiencesareindeedlefttocoincidenceandtheresnoneed,benefitorgloryinhappenstance.Tocompeteforthefuture,toearnacompetitiveadvantageandtobuildrelevanceintomoremeaningfulandfruitfulrelationships,takesexperiencearchitecture.InhisnewbookX,BrianSolissharesmorethantheimportanceofexperience;heteachesreadershowtodesignadesired,meaningfulanduniformcustomerexperienceineverymomentoftruth.SolisintroducestheriseofexperiencearchitectureandhelpsreadersshiftfromareactivetoproactiveapproachtoCXthatborrowsinafunandinformativewayfromtheartandscienceof:UserExperience(UX)Human–CenteredDesignHollywoodStorytellingGameTheoryTransportationEngineeringStoryboardingApplesapproachtoexperiencearchitectureInX,Solisintroducesaframeworkthatwillhelpanyoneanswerthequestion"Whatisanexperience?"Business,meetdesign.
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内容简介:
Welcometoaneweraofbusinessinwhichyourbrandisdefinedbythosewhoexperienceit.Customerexperienceisthenewmarketinganditsalsooneofthehottesttrendsinbusinessrightnow.AlsoknownasCX,executives,strategists,andagenciesalikearelearningthatthedigitalcustomerisnotablydifferentthanthetraditionalcustomersbeforethem.Expectations,thetechnologytheyuse,howandwheretheymakedecisionsandwhatitistheyvalueisforcingstrategiststorethinkandredesignthecustomerjourneyforamultiscreenworld.Whilerifewithchallenges,CXrepresentsalife–savingopportunityforbusinessestoearnrelevanceamonganewgenerationofconnectedcustomers.Butwhatisanexperience?Believeitornot,itsmorethancreativemarketingorexceptionalcustomersupport.Anexperienceisaphysicalandemotionalconnectionbetweenbrandandcustomerthroughouttherelationshiplifecycle.Anexperienceisthebrandanditisaspirational.Anexperienceisagreatproduct,itspackaginganditsperformanceovertime.Anexperienceisdelightfulsalesandservice.AnexperienceiseverythingandanexperienceisintentionalbydesignTherealityisthatpeoplearegoingtohaveanexperience.Thequestionishaveweactuallydefinedwhatitisandwhatitshouldlooklike,feellike,andhowitenchantsoursensesandsensibilities?Ordoyoujustleaveittochance?Theproblemisthatexperiencestodayaredisjointedsimplybecauseeveryonehasadifferentanswertowhatanexperienceisorshouldbe.Andworse,peoplewholeadcustomerengagementacrossdifferenttouchpointsdontcollaborateorcommunicatetoday.Withoutdesign,experiencesareindeedlefttocoincidenceandtheresnoneed,benefitorgloryinhappenstance.Tocompeteforthefuture,toearnacompetitiveadvantageandtobuildrelevanceintomoremeaningfulandfruitfulrelationships,takesexperiencearchitecture.InhisnewbookX,BrianSolissharesmorethantheimportanceofexperience;heteachesreadershowtodesignadesired,meaningfulanduniformcustomerexperienceineverymomentoftruth.SolisintroducestheriseofexperiencearchitectureandhelpsreadersshiftfromareactivetoproactiveapproachtoCXthatborrowsinafunandinformativewayfromtheartandscienceof:UserExperience(UX)Human–CenteredDesignHollywoodStorytellingGameTheoryTransportationEngineeringStoryboardingApplesapproachtoexperiencearchitectureInX,Solisintroducesaframeworkthatwillhelpanyoneanswerthequestion"Whatisanexperience?"Business,meetdesign.
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