In a recent academic assignment I wrote an essay titled Engagement in B2B: Through the Lens of Service Design. The papers explores the financial impact of emotional connection in B2B businesses and where Design can assist in this regard. One particular part that I find critical for service designers and businesses to understand is where to place emotional connection triggers in the experience design layout. There are two possibilities for emotional connection triggers to be placed, designed and nurtured as illustrated in the diagram above. The first option is within the service itself. For example, Intuit is an American software company that caters to small businesses in the area of financial and tax preparation services. In their effort to design more unexpectedly delightful experiences for their clients, they focused on alleviating the stress experienced by clients while filing their taxes. That came in the form of an app called SnapTax where users can file their taxes by taking pictures of their invoices that allow the software to do the rest of the work. The service itself provoked an element of surprise and relief. As the clients continued to use it, the joy remains because of the time saved (Intuit, 2014). The second option is within the experience that surrounds the service and the buyer. For example, when one early riser went to his favourite Starbucks at 5 a.m. and found the store was still dark. By looking closely at the window he saw that the opening time is 6 a.m. As he was ready to turn around disappointedly back to his car, the barista who usually prepares his drinks opened the door as she spotted him and asked him whether he wanted something to drink. Needless to say, that made his day (Michelle, 2007, p. 84). In some circumstances, a combination of the two options will be required. For example, in situations where the buyer is already unhappy with the brand for whatever reason.
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