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Digital Matchmaking with PRESTIGE

"What's your PRESTIGE?", asked the Chief Digital Officer of a fortune 100 bank, who was charted with building digital products and services. The next 30 minutes went into explaining how I can bring 'magic' to his digital journey.

As Michael Caine defined in the movie 'Prestige', there are three (3) steps of magic - simplicity (The Pledge), authenticity (The Turn) and delight (The Prestige). Today, building an attention economy around a digital service is nothing less than a magic.

Like falling in love with a romantic partner, falling in love with a digital product or a service is something that happens gradually. We need to explore three stages of engagement that users pass through on their way to falling in love with a service.

Digital Matchmaking.jpgThe first is Matchmaking: when services must feel real and relevant to genuine human needs and emotions.

The next stage is Dating. It's all about designing in a way that appeals to the heart and encourages people to engage. The service design courtship has to create exceptional experiences that make complex systems simple, yet captivating.

Finally, True Love is the way to explore how to design a service that adds value and is relevant over long periods of time. This fosters loyal users and a service that becomes a life companion. Just as with a human partner, users need to feel they can rely on the service.

Of course, then there are always exceptional cases where users gets a crush on the service at the get go aka Nordstrom, where entire company and its stores are built around service.

In order to build a perfect digital matchmaking service, three (3) key principals need to be followed:

Elegant Simplicity: This means we need to understand the bigger picture, with an eye for the details, in order to create digital interactions that build a strong emotional bond with the end-user. Example: Amazon's '1-click' commerce went through years of refining and re-defining its payment designs to finally arrive at this concept.

Ruthless Authenticity: All service touch points should have an opportunity to express, in subtle and overt ways, how it is unique and what it stands for. The service needs to clearly demonstrate the promised value both materialistically and emotionally, to build trust. Example: Zappos has a reputation for putting customer service ahead of profits. When a woman called to inquire about the company's return policy explaining that the merchandise never reached her husband as he was killed in an accident, the customer service representative ordered flowers to be sent to her in condolence for her loss.

Unbelievable Delight: According to Dr. Noriaki Kano (Kano Model), delight is a measure of experiencing unexpected. Products and services that consistently generate renewed excitement for users, stand out to build long-term relationship and retention. Example: Walt Disney's magical experience, where the 'magic' is created by optimizing the mundane. From assertively friendly staff to highest degree of commitment fulfillment, leave customers excited with every visit to DisneyLand.

Lastly, digital transformation is a combination of digitizing customer engagement channels and optimizing enterprise processes and operations. Customer focus innovation helps with identifying new business opportunities with regulated and non-regulated 'digital' products generating cross and up-sell revenue and high degree of customer retention.

"What's your PRESTIGE?", asked the Chief Digital Officer of a fortune 100 bank, who was charted with building digital products and services. The next 30 minutes went into explaining how I can bring 'magic' to his digital journey.

As Michael Caine defined in the movie 'Prestige', there are three (3) steps of magic - simplicity (The Pledge), authenticity (The Turn) and delight (The Prestige). Today, building an attention economy around a digital service is nothing less than a magic.

Like falling in love with a romantic partner, falling in love with a digital product or a service is something that happens gradually. We need to explore three stages of engagement that users pass through on their way to falling in love with a service.

Digital Matchmaking.jpgThe first is Matchmaking: when services must feel real and relevant to genuine human needs and emotions.

The next stage is Dating. It's all about designing in a way that appeals to the heart and encourages people to engage. The service design courtship has to create exceptional experiences that make complex systems simple, yet captivating.

Finally, True Love is the way to explore how to design a service that adds value and is relevant over long periods of time. This fosters loyal users and a service that becomes a life companion. Just as with a human partner, users need to feel they can rely on the service.

Of course, then there are always exceptional cases where users gets a crush on the service at the get go aka Nordstrom, where entire company and its stores are built around service.

In order to build a perfect digital matchmaking service, three (3) key principals need to be followed:

Elegant Simplicity: This means we need to understand the bigger picture, with an eye for the details, in order to create digital interactions that build a strong emotional bond with the end-user. Example: Amazon's '1-click' commerce went through years of refining and re-defining its payment designs to finally arrive at this concept.

Ruthless Authenticity: All service touch points should have an opportunity to express, in subtle and overt ways, how it is unique and what it stands for. The service needs to clearly demonstrate the promised value both materialistically and emotionally, to build trust. Example: Zappos has a reputation for putting customer service ahead of profits. When a woman called to inquire about the company's return policy explaining that the merchandise never reached her husband as he was killed in an accident, the customer service representative ordered flowers to be sent to her in condolence for her loss.

Unbelievable Delight: According to Dr. Noriaki Kano (Kano Model), delight is a measure of experiencing unexpected. Products and services that consistently generate renewed excitement for users, stand out to build long-term relationship and retention. Example: Walt Disney's magical experience, where the 'magic' is created by optimizing the mundane. From assertively friendly staff to highest degree of commitment fulfillment, leave customers excited with every visit to DisneyLand.

Lastly, digital transformation is a combination of digitizing customer engagement channels and optimizing enterprise processes and operations. Customer focus innovation helps with identifying new business opportunities with regulated and non-regulated 'digital' products generating cross and up-sell revenue and high degree of customer retention. Infosys applies a robust set of innovation, governance, and change management accelerators to guide Insurers through the transformation journey. 

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