I was truly thrilled and honored to be selected to speak at the 2012 IA Summit. I've been going to the Summit for years (first time was in Vegas), and have always found the content to be top notch and the community to be even better.
So here's the proposal for the talk. I'm happy to hear feedback or suggestions as I put it together.
Happiness is overrated.
It's almost a mantra in the user experience world: you should aim to "delight" your users. You should stud their experience with moments of “wow”. You should exceed their expectations.
And when you do it well, you’ll create loyal customers, and even some social evangelists who will happily spread the word of your awesomeness across the web.
It’s conventional wisdom. But is it true?
Research conducted by the Corporate Executive Board (my old company), delved into the relationship between customers’ levels of satisfaction, and their loyalty to a brand. The study, which focused primarily on customer service websites and call centers, casts doubt on the dollar value of delight.
Delighting users doesn’t necessarily make them more loyal or profitable. In fact, your highest-value opportunities for boosting user loyalty lie in helping the ones who aren’t happy by eliminating their most common irritants.
During this talk we’ll get into:
- How bad customer experiences affect the bottom line compared to good ones
- Our individual and organizational bias toward designing for delight
- The top two drivers of user dissatisfaction, and how to avoid them
- Real-life examples of websites that have been updated specifically to build loyalty through better online experience
- The importance of service design to customer loyalty
- A new metric to measure (and present to senior management) the success of your service design