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Richa Sehgal | richa.nid@gmail.com
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Social Computing
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Guide Mamata N. Rao
Sponsor Happiest Minds Pvt. Ltd
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Keywords brand loyalty;gamification;social computing platform;social media
With the growing importance of social media, various brands are trying to engage customers on social channels and operate consumer-centered social networks or “communities” online. This is based on the fact that consumers who join the com¬munity become more engaged with the brand, and as a result, increase their economic activities and busi¬ness value enhancement.
Social computing platform for online customer communities enables two-way conversations be¬tween brands and customers where, brands can harness the knowledge, passion, and peer influence of their customers and audiences to improve cus¬tomers’ brand perception, increase brand loyalty, crowd source ideas, and create measurable business results. On the other hand, customers can participate in brand conver¬sations; get a chance to co-create with brands; can get early and ex¬clusive access to brands’ new products, ideations and content; earn social recognition and rewards from brands they care about; get personalised offers and content; and can interact with likeminded individ¬uals.
The project focuses creating continuous touch points with customers and engage them for business value enhancement through online customer communities for indus¬tries such as CPG and Banking. This includes the aspects of increasing user moti¬vation for participation in online as well as offline channels. A user-centric design approach was followed which involved domain research and synthesis, constructing persona, creating scenarios, task flows, wireframes and prototypes, usability testing, and visual design for both CPG and Banking Industry.
The key learning was application of new concepts such as customer insights and gamification among others. These concepts would enable brands to have loyal brand advocates and consumers to enjoy the benefits provided by their favourite brands. |
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