A STRATEGIC APPROACH TO REDEFINING CUSTOMER RELATIONSHIP BUILDING

FOR BRANDS BY ISAAC RAY THOMAS

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EMPATHY | LED | ACTIVATIONINTRODUCING

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BUZZWORD:

DESIGN THINKINGWHAT DOES IT MEAN?

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empathize withAUDIENCE / USER / CUSTOMER

because individually or collectively, they evaluate your value proposition and decide if they “buy-in”

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HAVING EMPATHYDOES NOT REQUIRE

HIGH EQ

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EMPATHY:AN ATTITUDE OF

PAYING ATTENTIONTO THE PEOPLE

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EMPATHY:WALKING IN THEIR

SHOES

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IT TAKES DECISION TO LET

SOMEONE LEAD YOU

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BE OPEN•DON’T SOLUTIONIZE AT THE START

•SUSPEND JUDGEMENT

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EMPATHYIT’S A TEAM SPORT

SEEK DIVERSE VIEWS

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AN ATTITUDE OF BEING ACCOUNTABLE FOR

EVERY MOMENT the USER / AUDIENCE / CUSTOMER

SPENDS WITH US.

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LED?

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BE OPEN TO TAKINGA JOURNEY

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IT’S LIKE GETTING TO KNOWA NEW FRIEND

(PERSONAS)

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IGNORE LEARNT

TRADITIONALDISCIPLINES

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ACTIVATION: ALL THIS “LEADING” HAS TO GO SOMEWHERE...

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ACTIVATION: DEFINED BY EXPERIENCE / ENGAGEMENT / DESIGN

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ACTIVATION: THE RESULTS OF INCLUDES - TRIGGERING

EMOTIONAL CUES WHICH LEAD TO:1) NEW THINKING, IDEAS AND POSSIBILITIESII) WHICH LEAD TO BEHAVIOR / DECISIONS

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ACTIVITIES AREUSER DEFINED

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ACTIVATIONSARE USER TRIGGERED

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ACTIVATION PROCESSTAKES PRACTICE 

• BREAK IT DOWN TO SMALL PARTS (INCREMENTAL)• DO IT OVER AND OVER AGAIN, TRYING EACH

VERSION ON OTHERS (ITERATIVE)

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RAINSHINECreativity served.

RAINSHINEcontact.us@rainshine.tv

+65 3106 2255

Tuesday, January 28, 14