On Developing a Framework for Funology in mCRM
Kirsten [email protected]
Funology Mobile
Customer Relationship Management
Topics
We Are All ConsumersWe Are A Generation of Mobile UsersThe Question of FunologyPutting It Into a FrameworkMoving Forward
We Are All Consumers
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process
Profit growth: increased purchases, referrals, reduced operating costs, price premiumPeppers, D., and Rogers, M. (2004) Managing customer relationships: a strategic framework. John Wiley and Sons, Inc., USAGOODS & SERVICES – Subcategories describing two types of productsGroonros, C. (1990) Service management and marketing: managing the moment of truth in service competition, Lexington Books
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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.
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
people
s ystems
customer value
sales & marketing account in g & technology quality & product delivery m
ana
gem
ent,
hr &
fina
nce
prod
uct d
evelopment
Operation
al
Tactical
Str
ateg
ic
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 relationshipMass communication
Mass interactionMass 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.
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
Business Intelligence
Contact CentersContent 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
Business Intelligence
Contact CentersContent 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
Billing & Account Management
Business Intelligence
Contact CentersContent 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
push
pull
human serviceself-service
manual
technology
one place
any where
one time
any time
indi
vidu
al
colla
bora
tive
channel
efficiency effectiveness
efficiency effectiveness
tim
ely
usable accurate function em
ployee motivation custo
mer
eng
age
men
t
Reliable | Responsive | Competent | Accessible | Courteous | Communicative | Credible | Secure | Personal | Tangible | Functional | QualityParasuraman, 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 effectiveness
tim
ely accurate effortless usable quality reaponsi ve accessible com
municative secure functional reliable compente
nt c
ourte
ous
cred
ible
pe r
son
al ta
ngib
le
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 COMPANIESDixon, 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 SOCIETYMorton, 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
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.
We Are A Generation of Mobile Users
anyti
me
anywhere
applications & services
hardwarenetworks
interface & interaction
anyti
me
anywhere
interface & interaction
screen
adapters
poin
t s
infrared reader
fingerprint reader
secondary devices
optical drives
hard disk boa
rds
bluetooth
mem
ory
GPRS
USB
case
ing
batteries
mod
em
chip
s
applications & services
hardwarenetworks
anyti
me
anywhere
interface & interaction
screen
adapters
poin
t s
infrared reader
fingerprint reader
secondary devices
optical drives
hard disk boa
rds
bluetooth
mem
ory
GPRS
USB
case
ing
batteries
mod
em
chip
s
applications & services
hardwarenetworks
navigation
m-commerce
e-m
oney
graphic editors
SMS
music software
med
iapl
ayer
ringtone
screen saver
calendar
social networking
maps
Inte
rne
t
file manager
gam
es
anyti
me
anywhere
interface & interaction
screen
adapters
poin
t s
infrared reader
fingerprint reader
secondary devices
optical drives
hard disk boa
rds
bluetooth
mem
ory
GPRS
USB
case
ing
batteries
mod
em
chip
s
applications & services
hardwarenetworks
navigation
m-commerce
e-m
oney
graphic editors
SMS
music software
med
iapl
ayer
ringtone
screen saver
calendar
social networking
maps
file manager
Inte
rne
tga
mes
1G3G4G
3.5G
3G+
Dynamic ChannelAssignment
numbe
rporta
bilityC
DM
A
anyti
me
anywhere
interface & interaction
screen
adapters
poin
t s
infrared reader
fingerprint reader
secondary devices
optical drives
hard disk boa
rds
bluetooth
mem
ory
GPRS
USB
case
ing
batteries
mod
em
chip
s
applications & services
hardwarenetworks
navigation
m-commerce
e-m
oney
graphic editors
SMS
music software
med
iapl
ayer
ringtone
screen saver
calendar
social networking
maps
file manager
Inte
rne
tga
mes
1G3G4G
3.5G
3G+
Dynamic ChannelAssignment
numbe
rporta
bilityC
DM
A
case
ing
buttons
slides
keys
keyb
oard
point
stylus
navigation
anyti
me
anywhere
interface & interaction
screen
adapters
poin
t s
infrared reader
fingerprint reader
secondary devices
optical drives
hard disk boa
rds
bluetooth
mem
ory
GPRS
USB
case
ing
batteries
mod
em
chip
s
applications & services
hardwarenetworks
navigation
m-commerce
e-m
oney
graphic editors
SMS
music software
med
iapl
ayer
ringtone
screen saver
calendar
social networking
maps
file manager
Inte
rne
tga
mes
1G3G4G
3.5G
3G+
Dynamic ChannelAssignment
numbe
rporta
bilityC
DM
A
case
ing
buttons
slides
keys
keyb
oard
point
stylus
navigation
reliability
spee
dsecuri ty
functionality
usabi
lity
anyti
me
anywhere
interface & interaction
screen
adapters
poin
t s
infrared reader
fingerprint reader
secondary devices
optical drives
hard disk boa
rds
bluetooth
mem
ory
GPRS
USB
case
ing
batteries
mod
em
chip
s
applications & services
hardwarenetworks
navigation
m-commerce
e-m
oney
graphic editors
SMS
music software
med
iapl
ayer
ringtone
screen saver
calendar
social networking
maps
file manager
Inte
rne
tga
mes
1G3G4G
3.5G
3G+
Dynamic ChannelAssignment
numbe
rporta
bilityC
DM
A
case
ing
buttons
slides
keys
keyb
oard
point
stylus
navigation
reliability
spee
dsecuri ty
functionality
usabi
lity
anyti
me
anywhere
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
push
pull
human serviceself-service
manual
technology
one place
any where
one time
any time
indi
vidu
al
colla
bora
tive
mobile channel
psychological goal
env
ironm
ent
act
ivity
location expertise a
ny time
an
y w
here
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
The Question of Funology
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
functional/pragmatic
emotional/hedonic/experiential[ affective ]
functional
secure
comm
unicative
accessibleresponsive
quality
reliablecompetent
cour
teou
s
credible
personal
tangible
timely
accurate
effortless
usable
utili
ty e
ffici
ent
effe
ctiv
e e
rror
free
sat
isfa
ctio
n
act
feel
thinksense
relate
Experiential Value PromiseSchmitt, B.H. (2003) Customer experience management: a revolutionary approach to connecting with your customers. John Wiley and Sons, LtdHolistic Approach: whee all emtional elements stand as equal partners in an experienceWright, 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 ]
functional
secure
comm
unicative
accessibleresponsive
quality
reliablecompetent
cour
teou
s
credible
personal
tangible
timely
accurate
effortless
usableutili
ty e
ffici
ent
effe
ctiv
e e
rror
free
satisfactio n
anyti
me
anywhere
functional/pragmatic
emotional/hedonic/experiential[ affective ]
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
anyti
me
anywhere
functional/pragmatic
emotional/hedonic/experiential[ affective ]
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
anyti
me
anywhere
functional/pragmatic
emotional/hedonic/experiential[ affective ]
conn
ectio
nco
nnec
tion
participationparticipationactivepassive
absorption
immersion
The Four Realms of an ExperiencePine, B.J., and Gilmore, J.H. (1998) Welcome to the Experience Economy, Harvard Business Review, July-August 1998
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
anyti
me
anywhere
conn
ectio
nco
nnec
tion
participationparticipationactivepassive
absorption
immersion
goal
functional/pragmatic
emotional/hedonic/experiential[ affective ]
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
anyti
me
anywhere
conn
ectio
nco
nnec
tion
participationparticipationactivepassive
absorption
immersion
delight
functional/pragmatic
emotional/hedonic/experiential[ affective ]
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
anyti
me
anywhere
conn
ectio
nco
nnec
tion
participationparticipationactivepassive
absorption
immersion
engage
functional/pragmatic
emotional/hedonic/experiential[ affective ]
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
anyti
me
anywhere
conn
ectio
nco
nnec
tion
participationparticipationactivepassive
absorption
immersion
seduction
functional/pragmatic
emotional/hedonic/experiential[ affective ]
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
anyti
me
anywhere
conn
ectio
nco
nnec
tion
participationparticipationactivepassive
absorption
immersion
functional/pragmatic
emotional/hedonic/experiential[ affective ]
enjoyment seduce 'goals-ce
nte
red'
engage delight psychological goal
e
nviro
nmen
t
act
ivity
location expertise
anyti
me
anywhere
conn
ectio
nco
nnec
tion
participationparticipationactivepassive
absorption
immersion
funology
functional/pragmatic
emotional/hedonic/experiential[ affective ]
seduce 'goals-ce
nte
red'
engage delight
enjoyment
pleasure fulfill
amus
e e
nchant provoke
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
anyti
me
anywhere
conn
ectio
nco
nnec
tion
participationparticipationactivepassive
absorption
immersion
functional/pragmatic
emotional/hedonic/experiential[ affective ]
funologyseduce 'goals-ce
nte
red'
engage delight
enjoyment
ple
asure fulfill amuse enchant pr
ovok
e gr
atif
y ch
allenge learn inspire interact
Games and PlayPransky, M. (2001) Fun, play and games: what makes games engaging, in Digital Game Based Learning, chapter 5. McGraw-Hill.
psychological goal
env
ironm
ent
a
ctiv
ity
location expertise
Putting It Into A Framework
distinctive
unity
continuity
causal power
unique
height
wei
ght ag
e
gender
beliefs faith prejudices r
elat
ions
hip
va
lues
self-concept em
otions
Concept of SelfWright, P.H. (1984) Self-referent motivation and intrinsic quality of friendship, Journal of Social and Personal Relationships, 1984; 1; 115.
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) ... valuesemotions
valuesemotions
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) ... valuesemotions
valuesemotions
Orientation ExploratoryAffective
Affective Stable Depenetration
SOCIAL PENETRATION THEORYAltman, I. and Taylor, D. A. (1973) Social Penetration, New York: Holst, Rinehart, WinstonAltman, 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
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) ... valuesemotions
valuesemotions
Orientation ExploratoryAffective
Affective Stable Depenetration
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
goal
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) ... valuesemotions
valuesemotions
Orientation ExploratoryAffective
Affective Stable Depenetration
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
goal
MERE EXPOSURE THEORYZajonc, R. B. (1968) Attitudinal effects of mere exposure, Journal of Personality and Social Psychology, 9, Monongraph supplement No. 2, Part 2Sawyer, 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............................
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) ... valuesemotions
valuesemotions
Orientation ExploratoryAffective
Affective Stable Depenetration
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
goal
STIMULUS-VALUE-ROLE MODELMurstein, 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)..........
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) ... valuesemotions
valuesemotions
Orientation ExploratoryAffective
Affective Stable Depenetration
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
goal
STIMULUS-VALUE-ROLE MODELMurstein, 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
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) ... valuesemotions
valuesemotions
Orientation ExploratoryAffective
Affective Stable Depenetration
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
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...........................
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) ... valuesemotions
valuesemotions
Orientation ExploratoryAffective
Affective Stable Depenetration
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
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..................,,,,,,,,,,,,,,,,,,,,,,.........
distinctive
unity
continuity
causal power
unique distinctive
unity
continuity
causal power
unique
SourceReceiver
Source Receivervaluesemotions
valuesemotions
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
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 ExploratoryAffective
Affective Stable Depenetration
...........................,,....,,,.,,,......Rapport....................................,,,,,,...
distinctive
unity
continuity
causal power
unique distinctive
unity
continuity
causal power
unique
SourceReceiver
Source Receivervaluesemotions
valuesemotions
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
goal
............................Familiarity Through Exposure.....................................Evaluation Through Stimulus (senses and emotions)..........Determine Capability & Friendship
...........................Develop a Working Relationship...........................
............,,,,,,,,,,,,,,...............Like Through Familiarity..................,,,,,,,,,,,,,,,,,,,,,,.........
EXCHANGE PRINCIPLECialdini, 1994
Information Intelligence News Notice Tiding(s) Idea(s) ...
Information Intelligence News Notice Tiding(s) Idea(s) ...
Orientation ExploratoryAffective
Affective Stable
............,,,,....Emotionally-Perceived Value Exchange.........,,,,,,.......
...........................,,....,,,.,,,......Rapport....................................,,,,,,...
Caring Available SharingListening EmpathyHonest
Depenetration
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) ... valuesemotions
valuesemotions
Orientation ExploratoryAffective
Affective Stable Depenetration
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
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 PRINCIPLECialdini, 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
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) ... valuesemotions
valuesemotions
Orientation ExploratoryAffective
Affective Stable Depenetration
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
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 PRINCIPLECialdini, 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
distinctive
unity
continuity
causal power
unique distinctive
unity
continuity
causal power
unique
SourceReceiver
Source Receivervaluesemotions
valuesemotions
Orientation Depenetration
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
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 MODELTony 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...........,,,,,.......
ExploratoryAffective
Affective Stable
perceived affective emotions
perceived pragmatic qualities
valuesemotions
valuesemotions
loss of affective emotions
loss of pragmatic qualities
enjoyment engagement delight seduction pleasure filfullment enchantment provocation gratification
challenge learning inspiration interaction
anyti
meanywherean
ytim
e
anywhere
envir
onment
expertise
psyc
holo
gica
llocation
activity
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 MODELTony Schwartz (1973) The Responsive Chord, Anchor Press, Garden City
distinctive
unity
continuity
causal power
unique distinctive
unity
continuity
causal power
unique
SourceReceiver
Source Receivervaluesemotions
valuesemotions
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.........,,,,.......
ExploratoryAffective
Affective Stable
perceived affective emotions
perceived pragmatic qualities
valuesemotions
valuesemotions
..........,,,,,.,,,,,,,,,,,...Emotional Bonding.......,,,...,,,,,,,,,.......
loss of affective emotions
loss of pragmatic qualities
Moving Forward
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?
Thank you
Questions?
Relationship theories can be found at http://www.changingminds.org
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