Archive — Customer experience

Ignore the customer experience, lose a billion dollars (Walmart case study)Good Experience

This case study would be seen by some as a reason not to understand users at all. “If I asked users what they wanted, they’d say faster horses. Hurr hurr.”

In fact, like the idea of faster horses, it demonstrates how important it is to understand your users in the right way, not just pay lip service to doing so.

Badly-designed user research leads respondents to certain responses. This is often unintentional — avoiding bias is difficult.

Sometimes it’s intentional. Perhaps the survey designer has a pet idea. They might (subconsciously) skew the questions in a certain way to get the answers they want.

A classic example is asking someone if they would like a certain feature to be added to a product. The answer is almost always: “Er, yes, I suppose so.” People think they like choice, so more features sounds good. But in reality, too many features — or too much choice — leads to choice paralysis and greater frustration.

The lesson isn’t to ignore user research. But be aware of your biases. Be wary of surveys as a methodology. And don’t simply ask people what they want. Instead, understand what they do, and why they do it.

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Net promoter score considered harmful (and what UX professionals can do about it)

Net promoter score considered harmful (and what UX professionals can do about it)

You have probably been asked in a customer satisfaction survey how likely you would be to recommend a company to a friend or colleague. This is used to measure the net promoter score, and it has become very popular.

Here, Jared Spool has comprehensively outlined why net promoter score is not as valuable as businesses hope.

As usual, the problem is that net promoter score is a tool that has been sold as a silver bullet — “This number is the one number you need to grow. It’s that simple and that profound.” And businesses looking for a silver bullet have lapped it up.

But of course, reality is much more complex than that. Net promoter score, when applied consistently by a business, probably does have some value. But it should be used as just one tool of many that you should be using to ensure you are meeting your customers’ needs.

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Note — 2017-12-06

Twice this year I have been sent customer feedback surveys before I have even received the items, because they were delayed so badly. Arse, meet elbow.

If you’re interested, the guilty parties are Specsavers (my glasses took 6 weeks to arrive) and Currys PC World (I’m still waiting on my new Chromebook).

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