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Experience Design that Drives Consideration
Author(s) -
Clark Kevin A.,
Smith Ron A.,
Yamazaki Kazuhiko
Publication year - 2010
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2006.tb00029.x
Subject(s) - ibm , citation , center (category theory) , customer experience , computer science , library science , user experience design , management , world wide web , operations research , engineering , human–computer interaction , marketing , business , chemistry , materials science , economics , crystallography , nanotechnology
Customer loyalty as we’ve known it is disappearing. Making a good product that was better than the competition’s used to win the day. A good product by itself could create a relatively loyal customer following. As product offerings become more interchangeable, and customers better informed, this loyalty effect evaporates. This is known as commoditization. Distinctiveness moves from expected product quality and basic usability to multi-sense triggered emotional connections for the customer. The strategy, design, and engineering of service offerings are now following the same pattern. They are becoming increasingly interchangeable in a global economy. We find the design professional is called upon to render service offerings distinctive in the marketplace, just as industrial designers, in the footsteps of Raymond Loewy, did for product offerings. Designers deliver competitive advantage by helping resist the direct comparability that fuels commoditization. The post-loyalty strategy: Be the company with strong permission to be considered again during the next purchase cycle. D E V E L O P M E N T