Your new advertising campaign has a 5% higher response rate than the old campaign you just retired. Good news, right? I would argue it depends...
A Quick Story
There was once a typewriter company that excelled at building the machines. The company was one of the first to introduce the electronic typewriter and many of the additional innovations that came after. The executives at the company knew having the fastest, most reliable, and ergonomic design was the key to dominating the industry. Dominate they did. Comfortable in their alpha position, they continued to push innovation boundaries.
With the advent of personal computers they saw their share of the typewriter market increase as their competitors began closing shop one by one. They misinterpreted this as a sign they were beating out everyone in their market and continued to emphasize pushing the boundaries of typewriter innovation - comfortable with the knowledge that the consumer preferred to see what they were typing on paper rather than looking at a small flickering screen with green text on a black background.
Then computers gradually gained better processors, more advanced programs, the Internet, HD screens, and everything else we have today. CNN reported in April 2011 that the final batch of mass produced typewriters in... Read more
If you’re a marketer, you hear the term customer experience a lot. It’s a convenient catch phrase for all the experiences that a consumer has with a brand from awareness to advocacy and it’s the product of user experience design (UX) work, which focuses on creating superior customer experiences.
While many people intuitively understand that customer experience is pretty important, however, they don’t always see the value of user experience design. Value is the keyword here because at some point you are probably going to have to justify an investment in UX.
For example, the ROI (return on investment) of the user experience for a website has been a comparatively easy to figure out in the digital world. You can value and compare the conversion rate before you redesign a website using UX and also afterwards. Improvements in simplicity and relevance invariably deliver better results, which can be easily measured. The calculation gets harder when a brand has to consider investing in a unified customer experience strategy and execution, however.
Since people hop from channel to channel so quickly and frequently today, a brand can’t have a good experience in one place and a lousy experience in another, especially when all it takes... Read more
Technology and small business go hand-in-hand. The premise is fairly simple — most technology solutions offer a level of automation that can handle increased workloads, giving you the ability to take on new business, expand to more regions and enter new markets.