Vendors not boasting acceptable user experiences will find out the hard way

That was the exception a few years back, when computers were clunky beige boxes, and most software was anything but intuitive.

Then, the expectation was that the user should learn how the computer worked.

These days, it’s the other way around.

In personal computing, Apple led the way. But now just about every technology vendor – from PCs to tablets, TVs to phones – can boast an acceptable user experience.

Those that don’t – and yes Nokia, I do mean you – are finding out the hard way that foot-dragging costs customers.

It’s a tough rule to learn, especially if you’re successful. Even more so, if you’re a market leader. And almost unbearably painful if you’re a category pioneer.

Sooner or later you’ll have competition. And when you do, your customers will have a choice.

Superior product, or something they can actually get on with? No contest.

The same basic rule applies to just about every aspect of customer interaction with your product, your service, your company or your brand.

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Rod Hirsch is Global Director Brand and Content at Thunderhead. Joining the Thunderhead team in 2010, Rod has spearheaded the development of the Thunderhead voice, building the company’s brand strategy and content and bringing alive its vision and expertise in multi-channel customer engagement. With over 30 years in the business of building brands for B2B clients, Rod has combined strategic thinking and tactical implementation to deliver award-winning programmes for starts-ups and multinationals alike.