For some, the idea of involving users in design decisions conjures up images of interfaces being designed by focus groups. Steve Jobs is famous for saying that users don’t know what they want. And Henry Ford famously said, “If I had asked people what they wanted, they would have said faster horses.” Jobs and Ford
Innovation can’t be legislated. It can’t be bought. Where does it come from? Innovation comes from identifying customers’ needs and meeting them. Easy to understand. Hard to do. Companies like Uber, Airbnb, and Intuit understand this–and they’re doing it. Uber’s success, for example, has come not from building new, better taxis but from seeing–and then
Too much to do and too little time (and money). If you’re introducing or improving a product or website, you probably have an impossibly long list of features you’d like to fix, improve, or add. Prioritizing this list is essential to the success of your product and potentially business. But what’s the best way to
There are some good metrics to collect and a lot to keep track of when measuring, managing and improving the customer experience. Here are 10 methods we use to improve the customer’s experience on websites, mobile apps, software and hardware. True Intent/ Voice of Customer Study : You can be a successful company for quite
How does it feel to pay the check at the restaurant where you had terrible service and bad food? Or how do you feel when you pay your cable bill each month? And how about paying $150 to change your airline ticket reservation? In all cases, the companies get your money. It’s revenue in their
There are a number of ways to quantify the value of your customers throughout the customer journey. While the “best” metrics depend on your goals and specific context, here is a list of 10 that most organizations should collect. They include a mix of the four types of customer analytics to collect: descriptive, behavioral, interaction
Know your customer. It’s a marketing maxim. But it’s not just something that the marketing team should worry about. It’s something that affects the entire company, from sales to product development to support. A customer or market segment is the name for the grouping of customers that share certain characteristics. Understanding your customers–their similarities, their
Technology is the amazing result of humanity’s evolution from self-sufficient hunter-gathering societies to increasingly interconnected social organizations. The specialization of labor has freed-up spare time to invent, improve and inspire. We have all benefited from this evolution. Yet sometimes you feel like there’s no humanity in some of our online and offline experiences. Inspired by
Think about the last time you bought a new computer or rented a car. What were all the things that went well and what seemed like torture? What impact did that experience have on your likelihood to make a future purchase or recommend the product or company to a friend? Understanding the process people go
We measure more than just usability. We work with clients to measure everything from delight, loyalty, brand affinity, luxury, quality and even love. While all of these concepts are related, they each measure slightly different aspects of the customer experience. Before measuring anything, especially a construct that’s not well defined or used in practice, we
