THE OPPORTUNITY IN UNCERTAINTY
As humans, there is nothing more uncomfortable than uncertainty: we hate it. Uncertainty is the unconscious dread your customers can't even verbalize. And therein lies the opportunity. Your competition is blind to the upside in mitigating it because "uncertainty" doesn't often show up in a survey response.
Uber believed the uncertainty was in the painful wait in the rain wondering if the cab will arrive. A James Bond movie inspired one of its founders to develop a UX to reduce that uncertainty.
Amazon recognized the uncertainty customers had with package deliveries. So it sends text messages indicating how many stops away your package is and a photo of where it was delivered.
A recent client had customer complaints with service requests. The problem was not in the efficacy of the service but in the uncertainty of the service team's arrival time and whether the problem was fixed when they left. I'll update you on their innovative response in a future blog post.
What if uncertainty was YOUR opportunity?
Where's the uncertainty in your customer experience?
WATCH Rory Sutherland's fascinating talk on The Magic of Original Thinking. Fast forward to 16:45-18:30 to hear just his take on Uber, James Bond, & uncertainty.
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