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RESEARCH
ANALYSIS
TRENDS

A process is perfect when the customer

took no notice

Emotions and the subconscious play an important role Each operating step should flow seamlessly into the
in purchasing decisions and the use of online services next and all processes must be as reliable, lean, and as
respectively. In the world of advertising, paid social intuitive as possible. In fact, in terms of user
media are those who should manage to keep the user experience, providers are actually constantly setting
on their platform for as long as possible to maximize new standards, which is why consumers have become
profit. Longer usage time leads to more ads seen and so used to smoothly functioning hardware and
that’s the whole logic behind it. Hence, the use of a software, that they take it for granted and let their
website or app must create a good feeling and make expectations rise steadily. The challenging situation is
users want more to spend time there. pressuring companies from all kind of industries, but
with the right approach it also creates new
Generally, the quality of the content is making users opportunities. A retailer who manages to stand out
stay longer, the other is easy access, which means through excellent service, and thus builds up a loyal
corresponding apps must be intuitive to use, too. Since customer base, can perhaps face the eternal discount
prices are usually so tightly calculated that it is difficult war a bit more relaxed. The fact is that it is not just
to differentiate based on this factor alone, and the about big issues such as brand perception, product
location is irrelevant when being online, the customer quality, corporate responsibility, etc., but about very
experience has become the more important. mundane and everyday things that often take place in

the subconscious. The worst thing you can do to your
“If you want people to do something more often, reduce
the friction; if you want them to do a little less, increase online business is to annoy your customers -
it”, is a famous quote from Jeff Bezos that sums up the unfortunately, there are many ways to do exactly that.
philosophy that companies like Apple and Amazon use All life is problem solving…
for their entire product development – which is called
‘frictionless design’. Frustration among consumers is often the sum of many
individual little things: loading the page takes too long,

October 2020: Experience Economy: customer-centricity & cross-channel customer interaction 20