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Human-Driven Experience
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Human-Driven Experience
by Robert Harles
Human-Driven Experience
Cover
Title Page
Copyright
Dedication
Introduction: Power to the People
1 What Have Brands Lost Over the Past 30 Years? Recognize, Remember, Recommend, Relevance
2 The Human Touch: Customer, Employee, Client, Shareholder … Just People
3 Putting Empathy and Expertise Back into the Equation
4 The Battle for Trust in the Digital Age—The More We See, the Less We Believe
5 The Importance of Moving from Predicting to Anticipating
6 The Six Pillars of Purpose-Driven Experience
7 Bringing Technology and People Together in a More Human-Centric Way
8 Realizing a New Vision for Building Community and Loyalty
9 The Value of Promoting Authenticity, Reputation, and Real Engagement
10 Power Sharing and the Human Experience—The Next Wave of Growth
Acknowledgments
About the Author
Index
End User License Agreement
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Prev
Previous Chapter
Cover
Next
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Title Page
Table of Contents
Cover
Title Page
Copyright
Dedication
Introduction: Power to the People
Notes
1 What Have Brands Lost Over the Past 30 Years? Recognize, Remember, Recommend, Relevance
2 The Human Touch:
Customer, Employee, Client, Shareholder
… Just People
An Epiphany
What Makes Humans Human?
A Frustrating Example
A Bridge Too Far?
The Digital Dilemma—Meeting Needs Versus Surprise and Delight
Creating Moments That Matter
Notes
3 Putting Empathy and Expertise Back into the Equation
Experiencing What a Customer Feels
The Power of Empathetic Design and The Moving Truck from Hell
The Law of Unintended Consequences
The People Quotient
Get It Fixed
My UK Summer Adventure (I Think I'm Just Unlucky Renting Vehicles)
Reducing Your Customers to Tears Is Not a Great Experience
What You Can Do (Today)
Notes
4 The Battle for Trust in the Digital Age—The More We See, the Less We Believe
The Great (Digital) Divide
The Threat to Markets and Capitalism
Addressing Institutional Amnesia
The Digital Law of Diminishing Returns
Are Institutions Unprepared?
Notes
5 The Importance of Moving from Predicting to Anticipating
Obstacles to Building Empathy
How Should We Frame the Problem?
What Do Customers Really Want?
Notes
6 The Six Pillars of Purpose-Driven Experience
Personalized Care and Recognition
Trust and Transparency
Product Origin and Sustainability
Personal Fulfillment and Growth
Fun and Entertainment
Simplicity and Convenience
Notes
7 Bringing Technology and People Together in a More Human-Centric Way
Define the Problem
Create the Strategy/Plan
Contextualize the Data
Rework the Organization
Manage Change
8 Realizing a New Vision for Building Community and Loyalty
Building a Digital Trust Environment
Creating a Digital Bill of Rights
The Dark Side of Social
The Battle Over Control
Notes
9 The Value of Promoting Authenticity, Reputation, and Real Engagement
Be the Customer
Understand What Data Is Sufficient to Drive That Improved Experience
Understand What Technology Is Needed to Enable the Experience
Measure Value Drivers
Iterate Often
Build an Empathetic Organization
Use the Trust Index to Measure Brand Health
Note
10 Power Sharing and the Human Experience—The Next Wave of Growth
Three Things
The Aging Generation
The Post-COVID Organization
Note
Acknowledgments
About the Author
Index
End User License Agreement
Guide
Cover
Table of Contents
Title Page
Copyright
Dedication
Introduction: Power to the People
Begin Reading
Acknowledgments
About the Author
Index
End User License Agreement
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