This unit focuses on how the emergence of new technologies has revolutionised the way companies interact and build relationships with customers. In this unit, students explore the concept of 'the channel'. Traditionally, customer relationships have been managed via a push approach in communication, mainly 'what can we sell customers?', with the hope of cultivating customer loyalty. The unit explores the emotional understanding of customers and the impact this has on how they feel about a product, service or business. Students learn how exploring and analysing customers' emotional understanding can drastically alter their engagement, behaviour and purchasing preferences. The unit therefore aims to extend students' understanding of how this rapidly-evolving landscape has changed the way digital channels are designed, monitored and managed. In this unit, digital channel strategies and relationships are examined, and useful concepts for designing digital engagements are detailed. The unit encompasses customer-centric design approaches as well as techniques such as scenario building, forecasting and backcasting to explore possible futures.
quiz (20%), essay (40%) and design project (40%)
Wrigley, C. & Straker, K. (2018). Affected: emotionally engaging customers in the digital age. Wiley & Sons: Melbourne