The response from the front desk sounded unsurprised and well-practiced. Look for a white button on the desk she told me. The magic button that controls the desk lamp is this:
Maybe I should’ve realized this was a light switch. Perhaps not. What I do know is that I am far from alone. The front-desk clerk shared she gets several calls a night from frustrated guests asking the same question. “There are no instructions,” she added, demonstrating a firmer grasp of usability concepts than this hotel chain’s innovation team. (How many guests, I wonder, go to bed with the lights on because they’re too embarrassed to ask.)
This left me pondering why so many brands get innovation so wildly wrong. Just 3% of users who enable Alexa or Google voice apps are active users a mere two weeks later, and 75% of downloaded mobile apps are opened only once. When your brand makes investments into innovative customer experiences, is that the kind of adoption and success you seek?
The problem with too many innovation efforts is that brands focus on the tech, not the customer. By failing to be customer-centric in their thinking, brands end up with “solutions” that do nothing important for customers, leading to depressed usage and disappointing KPIs. It may be fine to pilot new tech simply to gain knowledge, but wouldn’t it be better to achieve that same knowledge while simultaneously creating something customers want?
Customer-centric innovation requires answers to three fundamental questions before committing to development. To learn the questions and explore why this hotel's innovative button fails the customer-centric test, please read the entire blog post on Gartner.com.
No comments:
Post a Comment