Under-Promise, Over-Deliver.

Only make promises you intend to keep. If people see you failing to do so, they won't believe the next promise and they'll act accordingly.

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Egocentric Design Ignores The Customer.

The Times recently launched its latest new design. Good design is about improving customer satisfaction and this revamp was, no doubt, distilled from lots of research (albeit coupled with new technological possibilities). Hence there are different fonts, new arrangements and amalgamations of sections and due to the technology, lots of coloured photos and charts!

Now, I'm not sure about the new look and could nitpick, but I noticed that they are not sure about it either. It's definitely in beta because this week the review page format changed from this

to this

You may or may not notice the slight changes, but can you see the big problem? In both versions, the name of the reviewer has prominence over what ever is being reviewed and that is wrong. I might well value the opinions of a certain reviewer over those of another, but my first-level filter as a reader is surely the specific subject of the review. Never mind the reviewer, if that doesn't interest me (or I can't easily see it), I won't be reading the piece and your focus on reader-friendly fonts, layout and space will have been fruitless.

Ego, even subconsciously, should have no place in design. If it does, then you're not truly committed to focussing on your customer.

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Sticking The Boots In To Loyalty.

So you're in a store that you visit infrequently and they ask you if you have a loyalty card. You say "yes, but not with me at the moment". They say that's ok, if you return to the store with the card and this receipt within fourteen days, we'll adjust your account accordingly. Straightforward. You reward loyalty rather than punishing forgetfulness.

But not Boots who ironically are praised for having a generous scheme. You return to their store with your card and your receipt and ask them to adjust your account. They say, we can't do that because your receipt (which clearly states that you would have received x loyalty points if you had presented your card at time of purchase) has not been validated. And by "validated" they mean it has not been reprinted to show that you expressed the intention to return to the store to collect the points.

You validate car-parking, you don't validate loyalty.

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I Second That Emotion.

When I saw this last week, I wondered what the "emotion of the Ferrari world" might be. But, after this weekend's Grand Prix, I am informed that it is "unhappy, but not angry". Does that mean they'll be selling Ferrari hankies and chocolates? I'm guessing it'll be a red shop.

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How Much?

Pricing is difficult. White Cube demonstrates the importance of identifying with your customer while relieving them of large sums of money.

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Great Customer Service (Timbuk2 Style).

A small company's CEO adds a comment to a blogpost about the excellent customer service that the blogger had received in response to a complaint. You can and should read the full story here.

Real people treating customers as they would like to be treated and reaping a whole mess of word of mouth in the process. Give your staff the confidence to act like this and your customers will do your marketing for you. Break the rules that should be broken.


Addendum: In light of some linkage problems here is the complaint


and Timbuk2's response.




(Via Adriana's del.ici.ous)

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Focussed Attention Is The Goal.

Having been underwhelmed by the in-store experience I described the other day, I actually had my attention grabbed by the window in which there was no "free live music".

It's equally dislocating to see a washing machine in a shoe-store window as it is to see a live musician, but it doesn't distract from what you want the customers to think about.

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