Speakers’ Corner: Customer R&D input

Is there anything worse than a handset return? It means a confused customer, difficult conversation, a period of working out what the problem is and solving it. It means store staff investing time (that could be used to sell) dealing with an unhappy customer. 

We all know phones can go wrong. The most frustrating issue can be when there is nothing wrong with the phone: the customer just thinks that there is, because they can’t get the phone to do what they want. 

Somewhere in the process of bringing a phone to market, someone has not considered enough how the end user will interact with the technology.

As handsets get more complex, with more functions and services, the problem becomes more acute.  When the number of functions a user had to get to grips with was limited to talk and text, most people could rely on common sense or help from friends.

Modern handsets boast complex features like web browsing, camera, video, picture messaging, application downloads and GPS. Yet many have a similar-sized screen and the same data input options they did in the past. Little wonder users are finding complex devices more complex to use.

Creating ‘killer’ products and services that generate increased revenues and customer loyalty is clearly important. Equally important, but less considered, is how the user will discover and take advantage of these ‘killer’ products and services.  And for retail, the issue is how can I demonstrate it? How can I teach someone to use it? How can I convince them of the value of it within the sales process? 

Full article in Mobile News issue 452 (November 2, 2009).

To subscribe to Mobile News click here