Editor’s note: This is a guest post by Salvatore Salpietro, CTO Isebox.
This is getting ridiculous now. I just want to get my coupon. I want to spend money in your business, and partly because you offered me a coupon in your store – often via my mobile device. But when I try to get the coupon I am asked to do one, or all, of the following:
- Download an app
- Create an account
- Check my email
- Share something on Facebook
- Fill out a feedback survey
- Complete a puzzle
- Do a handstand
- Juggle a mix of bowling balls and eggs
This may seem farcical. But sadly it’s realty. When are these businesses and brands going to learn that the consumer wants an easy process; with as little to “figure out” as possible? I recently went to one very popular sub and sandwich chain and I was presented with a 27-field form to fill out – on my mobile device. Technology providers are doing more harm than good when they think firstly about gathering information and secondly about the consumer experience. Frankly, the customer gets pissed off.
Why? Because we’re lazy. All of us are inherently lazy. That’s why televisions aren’t sold without remote controls anymore. So when businesses and brands present us with these high-friction processes on our mobile devices, we jump ship. We ...