Marketing 0

Providing Constant Engagement
Humans tend to have a stable happiness level. When having an
exciting and positive experience, happiness may temporarily
increase, but it will eventually come back to the baseline level.
Similarly, when having a discouraging and negative experience,
happiness may drop, but it will bounce back to the original level. In
psychology, it is called the hedonic treadmill—a term coined by
Brickman and Campbell—in which satisfaction toward life
experience always gravitates toward a certain baseline.
That is the reason why, as customers, we are easily bored and never
feel truly satisfied. We want constant engagement throughout the
customer journey. And from time to time, companies must refine

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and renew their customer experience to prevent us from switching to
competitors.
To continually create a novel customer experience is a challenging
feat. But with digitalization, companies can speed up the time to
market for customer experience innovation. It is easier for
companies to perform rapid experimentation, concept testing, and
prototyping in the digital space.
Digital customer experience innovation, however, has moved away
from merely changing user interface design. From chatbot to virtual
reality to voice control, emerging technologies are transforming how
companies communicate with customers. Technologies such as AI,
the IoT, and blockchain are also improving the back-end efficiency
and therefore enabling a faster customer experience.