states: “Human beings are subject to desires and cravings, but even when we are able to satisfy these desires, the satisfaction is only temporary. For example, the First Noble Truth of Buddhism originating from the sixth century B.C.E. This understanding is both ancient and largely untapped today by companies and governments alike. As the result, what Emotional Transformation needs to enable is not happiness, but the ongoing pursuit of happiness of a target audience, which opens up a fascinating understanding of their experience. This phenomenon indicates that customer and citizen happiness is not a permanently attainable state, but a continuously moving target. A thought-provoking article on in October 2018 presented analytical evidence showing that “customers are getting less excited for each new generation of iPhone ”: Customers Get Less Excited. Just think how revolutionarily simple the iPod’s design was in 2001, or the way the touchpad of the first iPhone in 2007 irresistibly simplified and invigorated the smart phone experience.īut here is where the concept of Emotional Transformation gets interesting. At the core of Apple Inc.’s phenomenal success is its ability to package technology into simple, attractive designs and transform their application into irresistible customer experiences. It is clear from the results that public policies need to advance not just the adaptation of cutting-edge technology, but also how to leverage it to drive national happiness. The ranking is based on surveys of citizens’ sentiment regarding their national environment across six principal factors impacting happiness. Yet on the 2023 World Happiness Report Rankings, they rank 25th, 26th, and 31st respectively. Singapore, UAE, and Estonia are three of the most digitally advanced countries, at the forefront of leveraging new technology in government services. We can explore this topic from both a public and a private sector perspective, as the objective of technological application should be the same for both. Digital transformation should not be regarded as an end goal in itself, but as a means to the goal of perfecting human experiences, the process of which I call ‘Emotional Transformation’. Yet today much of the conversation surrounding AI and digital transformation is about the speed and reach of technological advance and not about its ultimate role. How very true and seemingly evident Steve Job’s observation is. “ You’ve got to start with the customer experience and work back toward the technology, not the other way around.
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