Izibalo zemizwa: ungakwazi ukusho ukuthi ngizizwa kanjani?

Ukuxhumana okunganqamuki kumakhompuyutha ethu, amafoni, namathebulethi kusinika ukunethezeka okungenakuphikwa. Konke kuzwakala kukuhle ekuqaleni. Khona-ke, cabanga ngezikhathi ezingenakubalwa othole ngazo umlayezo, ungaqiniseki ukuthi kufanele ufundwe ngaliphi ithoni. Ingabe ubuchwepheshe bufaka imizwa eyanele emikhiqizweni nasezinkonzweni zabo?

Mhlawumbe lokhu kungenxa yokuthi umphakathi wethu usanda kuqaphela ukuphila kahle ngokomzwelo nokuthi ungayifinyelela kanjani. Sihlala sizungezwe imikhankaso esikhuthaza ukuthi sithathe ikhefu emsebenzini, sihlanze amakhanda ethu, sihlanze izingqondo zethu ukuze siphumule.

Lawa amaphethini okwenzeka ngokufanayo njengoba ubuchwepheshe bungavezi imizwelo ngokucacile, nokho umphakathi ugcizelela ukuqwashisa ngokomzwelo. Lokhu-ke kuphakamisa umbuzo osebenzayo: siqhubeka kanjani nokuxhumana ngogesi, kodwa sihlanganise imizwa yethu emilayezweni yethu?

I-Emotional analytics (EA) iyimpendulo. Leli thuluzi livumela amasevisi nezinkampani ukuthi zihlonze imizwa abasebenzisi ababhekana nayo ngesikhathi besebenzisa umkhiqizo wabo, bese iqoqa lokhu njengedatha ezohlolwa futhi ifundwe kamuva. Izinkampani zingasebenzisa lezi zibalo ukuze zibone izinto ezithandwa ngamakhasimende azo nezingathandwa, zibasize babikezele izenzo zeklayenti, njengokuthi "ukuthenga, ukubhalisa, noma ukuvota".

Kungani izinkampani zinentshisekelo kangaka emizweni?

Umphakathi wethu uyakwazisa ukuzazi, ukufuna ukuzisiza njengoba kudingeka, nokuthatha izinyathelo ezinempilo zokulawula imizwa yethu.

Singabheka ngisho nenkulumo-mpikiswano ngohlelo oludumile lwe-ABC, IBachelor. Abaqhudelanayo u-Corinne no-Taylor bephikisana ngomqondo "wobuhlakani bemizwa" kubonakala kuhlekisa ekuqaleni. UTaylor, umeluleki wezempilo yengqondo onelayisensi, uthi umuntu ohlakaniphe ngokomzwelo uyayazi imizwa yakhe nokuthi izenzo zakhe zingayithinta kanjani eyabanye. Inkulumo ethi "ubuhlakani bemizwa" yasakazeka ku-inthanethi. Ngisho nowodwa wemiphumela yokuqala ku-Google uma uthayipha "okungokomzwelo". Ukungajwayelani naleli gama kanye nokulihumusha okungenzeka (umbangi u-Corrine uthola ukuthi “ukungahlakaniphi ngokomzwelo” kufana nokuthi ufiphele) kungagcizelela ukuthi sibeka inani elingakanani ekuhlonzeni nasekulawuleni imizwelo yethu ngokwethu. 

Ubuchwepheshe sebuqale ukudlala indima ekusizeni abantu ukuba bahlanganyele ekuzisizeni ngokomzwelo ngokucindezela inkinobho. Bheka amakhasi abo ambalwa ku-iTunes Store:

• Calm- Inikeza ezihlukahlukene mini-izifundo zokwandisa ingqondo. Izifundo zihlanganisa izihloko eziningi, ezinjengomusa wothando, ukuthethelela, nokungahluleli. 
• I-Headspace- Leli thuluzi linikeza izikhathi ezihlukahlukene zokuzindla, kusukela kokufushane kuya kokude. Iphinde iza no-rimiklomelo nezikhumbuzi zokukhuthaza abasebenzisi ukuthi baqhubeke. Futhi, u-Emma Watson uyayithanda.
• I-Pacifica- Abasebenzisi bohlelo lokusebenza bangajoyina imiphakathi eku-inthanethi ukuze basekelane, balandelele isimo sabo samanje semizwa, futhi babheke namaphethini wabo wokuma kwenhliziyo. Abasebenzisi bangaphinda bazidalele “imikhawulo” ezintweni ezibangela ukukhathazeka, njenge-caffeine nokulala.

Indlela imizwa ehlangana ngayo nokuhlaziya imizwa

Izinhlelo zokusebenza ezishiwo ngenhla zisebenza njengezitebhisi ukuze zenze abasebenzisi bakhululeke ngokukhuluma nokuzwakalisa imizwa. Bagcizelela impilo yomzwelo ngokukhuthaza amaqhinga okulandelela imizwa, njengokuzindla, ukucabangela, kanye/noma ukubhala ijenali cishe. Ngaphezu kwalokho, bakhuthaza abasebenzisi ukuthi bazizwe bekhululekile ngokudalula imizwa nemizwa yabo ngaphakathi kobuchwepheshe, ingxenye ebalulekile ye-EA.

Ekuhlaziyeni imizwa, impendulo yemizwa isebenza njengolwazi lwezibalo, olungase luhlaziywe ukuze kusizakale izinkampani namafemu ukuqonda izintshisekelo zabasebenzisi bazo kanye/noma abathengi. Lezi zibalo zingaphakamisa ezinkampanini ukuthi abasebenzisi bangaziphatha kanjani lapho bebhekene nokukhetha-- njengokuthenga imikhiqizo noma ukusekela abantu abazongenela ukhetho-- futhi kamuva zisize izinkampani ukusebenzisa lezi ziphakamiso.

Cabanga Ibha ye-Facebook “Reaction”-  Okuthunyelwe okukodwa, imizwa eyisithupha ongakhetha kuyo. Akumele nje "uthande" okuthunyelwe ku-Facebook; usungakwazi manje ukukuthanda, ukukuthanda, ukuhleka, ukumangala ngakho, ukucasuka ngakho, noma uthukuthele ngakho, konke ngokucindezela inkinobho. I-Facebook iyazi ukuthi yiziphi izinhlobo zokuthunyelwe esijabulela ukukubona kubangani bethu kanye nalezo esizonda ukuzibona (cabanga ngezithombe eziningi zeqhwa ngesikhathi seqhwa) ngaphambi kokuthi "sibeke amazwana" kukho. Ekuhlaziyeni imizwa, izinkampani zibe sezisebenzisa imibono yethu nokusabela ukuze zibhekelele izinsizakalo zazo nezinjongo ezidingweni zabathengi nezinto ezibakhathazayo. Ake sithi "UYATHANDA" zonke izithombe zomdlwane omuhle emugqeni wakho wesikhathi. I-Facebook, uma ikhetha ukusebenzisa i-EA, izohlanganisa izithombe eziningi zomdlwane emugqeni wakho wesikhathi.

I-EA izolilolonga kanjani ikusasa lobuchwepheshe?

Amadivayisi ethu asevele abikezela umnyakazo wethu olandelayo ngaphambi kokuthi siwenze. I-Apple Keychain iyavela, inikela ngokufaka inombolo yekhadi lesikweletu njalo lapho umdayisi we-inthanethi ecela imininingwane yokukhokha. Uma senza usesho olulula lwe-Google "lwezicathulo zeqhwa", amaphrofayela ethu e-Facebook aphatha izikhangiso zamabhuzu eqhwa uma singena ngemizuzwana kamuva. Uma sikhohlwa ukunamathisela idokhumenti, i-Outlook isikhumbuza ukuthi siyithumele ngaphambi kokuthi sicindezele u-enter.

Izibalo zemizwa ziyakunweba lokhu, zivumele izinkampani ukuthi ziqonde ukuthi yini ebandakanya abathengi bazo futhi zinikeze ukuqonda kokuthi imaphi amaqhinga angasetshenziswa ukuze zibahehe ekusebenziseni imikhiqizo noma amasevisi abo esikhathini esizayo.

Njengoba kushiwo ku-oververbal.com, ukuhlaziya imizwa kungavuselela umhlaba wocwaningo lwemakethe. I-CEO ye-Beyondverbal u-Yuval Mor uthi, "izinto zomuntu siqu ziqonda imizwa yethu nokuphila kahle, okusisiza siqonde kangcono ukuthi yini eyenza sijabule ngempela".

Mhlawumbe ukuhlaziya imizwa kungasiza izinkampani ukuthi zigxilise imikhankaso yokukhangisa ezintweni ezithakaselayo nezikhathaza amakhasimende azo kangcono kunangaphambili, ziphinde zihehe futhi zihehe abathengi kangcono kunangaphambili.

Ngisho nezinkampani ezinkulu, kusukela Abakwa-Unilever baya ku-Coca-Cola, nabo sebeqalile ukusebenzisa ukuhlaziya imizwa, bekubona ‘njengomngcele olandelayo’ wedatha enkulu”, ngokusho kwe-Campaignlive.co.uk. Isofthiwe ebona isimo sobuso (ejabulile, edidekile, ethakaselekayo) iyathuthukiswa, kanye nokubhalwa kwekhodi okungathwebula futhi kuchaze imizwa yomsebenzisi wohlelo lokusebenza. Sekukonke, lezi zingasetshenziswa ukusiza izinkampani zinqume ukuthi abathengi bafuna ini kakhulu, bafuna okuncane, nokuthi yini abangathathi hlangothi kuyo.

UMikhel Jaatma, oyi-CEO ye-Realeyes, inkampani yokulinganisa imizwa, uyaphawula lokho I-EA iyindlela "esheshayo futhi eshibhile" yokuqoqa idatha, uma kuqhathaniswa nezinhlolovo eziku-inthanethi noma izinhlolovo.