Sounds like interesting listening on Radio 4 tonight. Money on the Brain investigates the emerging academic field of neuroeconomics. From the programme’s website:
It combines brain scan technology and other scientific techniques with traditional economics, and some enthusiasts claim that it has the potential to transform social policy …
Would you return to a shop where the assistants politely acknowledged you and then proceeded as if you didn’t exist for the remainder of your stay? Probably not. How would you feel about software companies that did the same?
Trial software is a great opportunity for vendors to connect with customers beyond the products they’re selling: you’ve got a captive audience; you know they’re interested in the product (they just downloaded it); and as new users they’ll want to learn all about it. So why do so many companies send the ‘thank you for downloading our trial’ e-mail and then forget about you? Surely it’s better to invest a little effort during the trial to teach people about your software? To begin to create passionate users and customer advocates who will sell your products for you rather than simply having people that use your programs. It doesn’t even require that much effort from the developers.
Iolo Systems recently provided me with a great example of how a little effort in those magic 30 days can go a long way. I downloaded their System Mechanic trial to help keep my PC in shape. (As someone who’s done tech support before I know the horrors that lurk in an untamed Registry.) Throughout the trial period they sent regular e-mails detailing different aspects of the product. Each message dealt with a particular problem area (slow hard disks or spyware, for example) and explained in simple steps how System Mechanic could help. The e-mails showed me how best to use the software and promoted the range of tasks it supported, including some that I wasn’t aware of. I felt like I was getting good value for my money and getting the most out of the product. Well before the trial expired I bought a license key. And no prizes for guessing the program I’d recommend for keeping your computer in tip-top condition. And that’s all it takes. A few simple e-mails. Something to show your users that you’re interested in them; that you’re in it for them as well as yourself. And in today’s competitive software market I can’t think of any company that can afford to ignore its potential customers for the sake of an e-mail or two, can you?
We’re trying to make this a regular thing so if you’re in the West Midlands area and interested in design, interfaces, websites, digital products and user experience in general then please join us for the UX Birmingham face-to-face. Last time the discussion encompassed train design, CSS layouts, documentary film-making and the new Post Office card payments system so it’s a pretty eclectic evening.
Where:
Bar Estilo
110-114 Wharfside Street
The Mailbox
Birmingham
B1 1RF
When:
From 6:30 PM on the 16th March.
The Mailbox is a 5 minute walk from New Street station and there’s plenty of parking there if you’re coming by car. Bar Estilo does tapas as well as a sit-down menu so there should be more than crisps and nuts this time (grin).
Look forward to seeing you there.
If you’re in the West Midlands area and interested in design, interfaces, websites, digital products and user experience in general then why not join us for the UXBirmingham face-to-face.
Where:
St Pauls Gallery
94-108 Northwood Street
Birmingham
B3 1TH
When:
From 6:30 PM on the 16th February
Look forward to seeing you there.
I’m fortunate enough to work within walking distance of two independent record shops: Tempest and Swordfish. Although they’re just round the corner from one another, they’re miles apart when it comes to selling.
I’m trying to get hold of Death Cab for Cutie’s new record ‘Plans’ on vinyl. I tried Swordfish first. Here’s a rough transcript of the two interactions; see if you can spot the difference.
Me: Have you got Plans by Death Cab for Cutie on vinyl?
Assistant: No [after thumbing through some records behind the counter]
[An 'Office'-like silence ensues. I leave]
Total sale: £0.00. Likelihood of a return visit: low
Now here’s the Tempest version of that transaction.
Me: Have you got Plans by Death Cab for Cutie on vinyl?
Assistant: No, but it’s on order. If you’re into Death Cab I’ve got something else you might like. Have you heard the new Sufjan Stevens album?
Me: No, but I like Seven Swans.
[Assistant plays a couple of tracks from album]Me: That’s sweet. I’ll take that.
Assistant: And do you like female vocals?
Me: Yeah.
Assistant: Well, this [Regina Spektor’s Soviet Kitsch] is pretty good.
[Assistant plays a couple of tracks from album]Me: yes. I’ll take that too.
[I ask when Plans will be in, pay for the records and leave]
Total sale £27.00; Likelihood of a return visit: high
As the Tempest example shows, it doesn’t take much to pique a customer’s interest, to get a return visit or even a sale (especially when you consider the passion for music and wealth of knowledge that the staff in independent record shops have). If you can’t give me what I want then try me with something else. Begin a relationship and you’ll probably end up with a customer. Offer me nothing and there’s no reason for me to return. And if I don’t come back you can’t sell me anything.
Watching Ramsay’s Kitchen Nightmares the other night I was struck by how he practices his own form of user-centred design. For anyone not familiar with the programme, top chef Gordon Ramsay has a week to try and turn around a failing restaurant whilst swearing … a lot.
On arrival the first thing Ramsay does is to evaluate the existing setup. He samples the food and the service and then goes behind the scenes to check the kitchen. Then it’s out into the field to investigate the competition and talk with people in the street and other restaurant goers. With customer data and a guerrilla competitor analysis Gordon produces a vision which unifies the customer experience and drives the transformation of the restaurant, all the time evaluating progress and making changes based on feedback.
Sound familiar? Gordon Ramsay is in the business of creating unique customer experiences and the best experiences need passion and just enough process to succeed (and maybe just the odd swear or two).
Who else would throw in a complimentary T-shirt with their hardware? Such a simple (and cheap) thing to do, but guaranteed to raise a smile, turn the mundane experience of opening a box with a server in it into something a bit more memorable and provide a walking advert for your products.
In ‘Why We Buy’ Paco Underhill talks about sensual shopping – our desire to experience products before we buy them – and the positive impact it has on sales. I came across two great examples of sensual shopping recently for a product that you wouldn’t normally associate with this ‘try before you buy’ mentality … nappies!
As often happens when out with the baby, her nappy needed changing. We popped into the nearest Boots, fresh nappy at the ready, to find several packets of own-make nappies freely available in their baby room. This is great for everyone. We get a free nappy (and to try a different type to the one we’d usually buy). Boots get to expose potential new customers to their products and generate positive feelings about the shop.
Then, a few weeks ago someone came to the missues’ playgroup promoting the latest nappy designs. (Despite parental warnings about the bad old days the missus and I have wanted to try reusable nappies for a while to save money.) Birmingham City Council offer a ‘cash-back’ scheme for reusable so you can buy the nappies and then get a rebate of up to £30. (2 nappies and 1 cover is just under £30 so in effect they’re free.) And as if that weren’t enough, they run a washable nappy library where you can hire different reusables for a week to see if you like them. Amazing! The council promote a more environmentally friendly approach, save on waste collection and disposal and make me think that my Council Tax is being spent wisely.
Now if these organisations can do it for nappies what could you give away to get something more in return?
A colleague of mine attended a presentation at the London School of Economics recently. On his return he told us how fantastic the main LSE building was. And the thing that stuck in his mind the most…? the automatically opening glass doors. Yes you need to get the big picture right, but it’s always the little things that stay with people.