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

Book Description

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.未分类 * 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 n泰格豪雅ew values they hold. Companies need to increase co达索nsumer confidence to encourage a return to the public d萨凯帕朗姆酒omain.

Technology enables the change in consumer behaviour, but it also alienates it. Digital is facilitating life at home, enabling virtual working and lear劳斯莱斯ning, 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.

中文：

书名：人类驱动的体验: 数字时代的信任之战

现在，95% 消费者正在对他们的生活，购物和工作方式进行至少一项持久的改变。消费者被迫面对自己的消费，导致许多人相应地重新考虑他们的购买。消费者正计划与他们的社区保持更多的联系，有些人会积极从提供社区意识的品牌购买。你以为你认识的消费者已经不再，迫切需要重新认识消费者，了解他们经历的变化，以及他们持有的新价值观。公司需要提高消费者信心，以鼓励重返公共领域。

技术可以改变消费者的行为，但也会疏远它。数字正在促进家庭生活，实现虚拟工作和学习，以及提供娱乐和联系。但是，这种无处不在的现象也为那些没有足够的访问权限或技能来充分浏览网络世界的人造成了障碍。随着情况的变化，公司必须通过一次又一次的纠正来克服不确定性。这就要求他们重新评估假设，重新评估情景，加强感知和应对的能力。

人性化的数字化将为企业提供蓝图，以确保他们有效地调整对消费者的假设，重新评估所有场景并增强其预测和响应能力。如果我们要克服日益增长的数字生活环境，我们需要更好地了解建立信任对于满足客户，员工和公民的需求至关重要。这反过来将促进更好的沟通，改善营销，协作和创新，支持民主并产生有利可图的增长。