Sunday, October 28, 2007

The Long Wow

When UX includes marketing and customer loyalty ...

"The Long Wow is a means to achieving long-term customer loyalty through systematically impressing your customers again and again. Going a step beyond just measuring loyalty, the Long Wow is an experience-centric approach to fostering and creating it.
First, A Little Context

Businesses have begun to realize that the lofty goal of customer satisfaction might in fact be a red herring. A satisfied customer isn’t necessarily a loyal customer; today’s satisfied customer might find even more satisfaction in your competitor’s offerings tomorrow. And so we’ve started to see the rapid diffusion of tools like the Net Promoter Score which try to quantify loyalty. Such measures are popular because they track behaviors that create economic value: a customer recommending your brand to a friend, or a customer returning to buy from you again. But measuring loyalty doesn’t create loyalty.
Loyalty Can’t Be Manufactured

It’s no surprise that the MBA-knee jerk reaction to a loyalty problem is to create a loyalty program, but you can’t manufacture loyal customers by issuing them bronze, gold, and platinum ID cards. Such shallow solutions don’t resonate deeply with customers. Instead, these artificial attempts at loyalty create extra overhead in the customer relationship, they deliver pseudo-benefits the customer never needed, and they may event create barriers, resentment, or revolt.

... “Wow” Engenders Loyalty

Notably great experiences are punctuated by a moment of “wow,” when the product or service delights, anticipates the needs of, or pleasantly surprises a customer. OXO’s Good Grips Angled Measuring Cup triggers such a moment of wow. A set of angled markings on the OXO cup lets you quickly measure liquids for recipes without having to stop cooking and bend over. Suddenly a little part of your life is easier, because OXO thought carefully about the way you cook. This delightful surprise resonates because it feels tailored to your needs.

OXO was driven by empathy for their customer. Designers learn empathy by spending time in the lives and environments of real customers, then simulating the experiences that people will have with new offerings through prototyping.

Deep customer insights and empathetic design pave the pathway to wow moments. By diving deep into a customer’s life and closely observing their behaviors, you can wow your customer by addressing needs that they’d never be able to articulate. By immersing yourself in the customer’s wider world of emotion and culture, you can wow them by attuning the offering to practical needs and dimensions of delight that normally go unfulfilled.

... Introducing the right experience at the right place at the right time can delightfully surprise customers. WeightWatchers coordinated a platform of meetings, plans, books, and Web-based tools to support weight loss. However, WeightWatchers participants probably aren’t eating at meetings or in front of computers where they can access the website. So WeightWatchers released an On-The-Go application for mobile devices. It helps plan and track your diet wherever you go, then synchronizes with your diet plan and the web application."    (Continued via adaptive path)    [Usability Resources]

The Long Wow - Usability, User Interface Design

The Long Wow


Blogger Amy Madsen said...

If any of your readers are interested in learning more about Net Promoter, please visit the official site - - for general info, blogs, discussion forum, job board, conferences, and more.

We also have a number of case studies of companies using Net Promoter at the following link:

9:53 AM  

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