Serving customer experience

Last few days I went through two separate incidents reminding me of poor business applications resulting into bad customer experience that can easily be avoided – should customer view point is considered while automating any business process. 

1. My elder daughter who is now 17+ was in the process of buying a car. I decided to have her apply for an auto loan where she can be a secondary co-applicant with me – hoping it will start to establish her credit history. We spent multiple hours at one of the major national bank filling out the paper work, etc. only to be reminded after few days that loan can’t be granted with her as a co-applicant given she is a minor. How hard it is to have a simple work flow in the loan application process to error out on the age of a minor while filing the application when certain conditions are not valid? Think about the countless hours wasted of the banker; someone from their lending department and leaving customer with a bad taste who unnecessarily have to go through this long process. 

2. A national university suggests we pay bill on-line to get student registered to their college. We all conduct commerce on-line and now assume certain level of service. However, this university only accepts MasterCard as an acceptable form of payment. It does not accept Visa cards or other popular on-line payment forms. Visa and MasterCard are the big gorilla in the credit industry. In fact, hands down Visa is #1 in the industry with 60% of the market share. MasterCard comes second with close to 30% market share. We happen to be fortunate and had few days left before the deadline for us to apply snail mail way posting cheque in mailbox. Why tout on-line when you can only serve a percent of the customers? 

Anyway, it brings me to the point – automating business processes are to provide improved customer experience. Making business applications usable and customer connected is important.

We experience similar trend in the enterprise software industry – particularly products that have been around for decades and has accumulated lot of features over time. But if those features are hard to use and don’t provide basic reminders or simple error checks – what is the point as they anyway end up in lost productivity and unsatisfied customers. Just ponder – how few features get used when the product is difficult to navigate and hard to use. Feature rich is good – but product build without customer experience in mind is simply not a recipe for success. Applications has to be usable and not just functional to serve desirable customer experience.

Usability matters and it is much more than just cosmetics.

Visualization Techniques

If you ever need to know any kind of charting/visualization technique  - look no further. Check out the periodic table of Visualization methods.  It is interactive – so give it a try and hover over.

Convergence

We live in a time of convergence where examples are littered show casing various technologies or products converging to enhance end user experience. One case in point digital media and home entertainment serving to improve everyday experience. Just pick one category of your liking and you will soon find someone is pushing the envelope either bringing adjacency services closer or building one if it doesn’t already exist.

Same is true for the business software community. It remains an emerging trend to converge and deliver enhanced experience for business users.

I usually put the convergence in three categories that overtime gets delivered as one unified solution. These are:

 

 

1. Improve a person’s productivity in the workplace.

2. Improve the ability to make decision easier based on historical or projection based heuristics

3. Improve an individual social standing in the peer community

 

 

 

Simplicity – an example

NYTimes published this interactive chart showing statewide voting trends of democratic primary.

Just plain simple and easy chart - allowing information to dice and slice; form individual opinion and navigate the trend.

Consider the amount of multi-dimensional data that this chart shows. It consists of 16 dimensions; 50 data points; each data point suggesting additional attribute of %age point gain; etc. times 2 – one for each candidate. This easily require decent amount of data crunching to capture the information.

Also, consider how many ways this information could have been rendered to show various scenarios effectively.

Isn’t this chart easy? Instead of getting drowned in the whole bunch of statistics and data – this chart allows connecting dots and seeing the trend otherwise not visible.

Similar opportunities exist for browser based business applications in improving user experience that enables an individual to be informed; help make decisions; manage individual relationships and network along with the variety of tasks he or she need to get done.

Simplicity – Next frontier?

Recently, a blog post on Sandhill suggested how Simplicity is the next frontier for Enterprise Software.

This topic usually gets its share of debate – particularly what it means in the enterprise space. I tend to agree that Simplicity need to be on the cross-hair of an enterprise development organization. I will venture and suggest Simplicity to augement the definition of “Quality” and make it measurable while product is in development. To continue to differentiate in the market place, enterprise software simply need to go beyond functional and be usable as well.

There are various studies/surveys that suggest enterprise software functionality usage (or lack of usage) due to the end users challenges working with the applications. Functionality already in the product that gets overlooked and don’t get to see the light of the day…

Good news is much of the enterprise industry is investing in usability and developing best practices for wider adoption. The real gains though start to happen as Simplicity becomes part of the culture; grooming champions within the organization; including it as part of the software development process; encouraging indivduals to address Usability issues with the same sense of urgency as it would to the Quality/functional issues. Of course, sooner in the release cycle the better.