friction: for marketers, it's all that matters
TRANSCRIPT
FRICTION: IT’S ALL THAT MATTERS
Buggalugs, time is the most valuable human asset. We were easier to do business with
than our competitors because we respected our customer’s time. We tried, sometimes
unsuccessfully, to get rid of the friction.
“
MORE THAN EVER, THEY ARE RIGHT.
TIME IS ALL WE HAVE.
WE ARE BUSIER & MORE DISTRACTED THAN EVER
NOTIFICATION NATION
BUT, WE, MARKETERS, CONTINUE TO CREATE FRICTION.
WE DON’T WANT TO TALK TO YOU
GO AHEAD, GET LOST IN OUR NAV
I MEAN, COME ON!!!!
WE REALLY DON’T WANT YOU TO READ THIS
OH, YOU ACTUALLY WANT TO READ SOMETHING?
72 HOURS, 10 EMAILS, WTF
72 HOURS, 10 EMAILS, WTF
72 HOURS, 10 EMAILS, WTF
YOU KNOW BECAUSE LANDING PAGES…
WOULDN’T THE ALTERNATIVE BE BETTER?
BUSINESS HOURS BECAUSE YOU KNOW…
BUSINESS HOURS BECAUSE YOU KNOW…
OMGEEEEEE
EVEN THE BIGGIES GET IT WRONG
WE MAKE IT TOO, TOO HARD
I MEAN, REALLY?
AND, DO YOU KNOW HOW EVERYONE FEELS WHEN THEY
EXPERIENCE FRICTION?
GO FOR IT, GEORGE.
SO, YEAH, WE CREATE FRICTION, BUT HOW DO WE CHANGE?
CONTEXTUALYou respect people’s mediums.
BE WHERE I AM
NATIVE ALWAYS
NATIVE ALWAYS
COMPASSIONATEEmpathy is required, always.
CUSTOMER SERVICE FTW
AND, I MEAN EMPATHY
CONNECTEDYou enable seamless experiences.
PEOPLE DON’T CARE ABOUT OFFLINE / ONLINE
PEOPLE DON’T CARE ABOUT OFFLINE / ONLINE
CONVENIENTYou make it too easy to do business with you.
SAVE ME TIME
MAKE IT SIMPLE
DON’T MAKE ME WORK HARD TO FIND YOU
BE WHERE I AM
DON'T INVENT INFRASTRUCTURE IF YOU DON’T HAVE TO
CONSISTENTIt’s always the same experience.
NO SURPRISES, EVER
LET’S RECAP5 C’s
CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP.
COMPASSIONATE EMPATHY IS REQUIRED, ALWAYS.
CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP.
CONNECTED YOU ENABLE SEAMLESS EXPERIENCES.
COMPASSIONATE EMPATHY IS REQUIRED, ALWAYS.
CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP.
CONNECTED YOU ENABLE SEAMLESS EXPERIENCES.
COMPASSIONATE EMPATHY IS REQUIRED, ALWAYS.
CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP.
CONVENIENT YOU MAKE IT TOO EASY TO DO BUSINESS WITH YOU.
CONNECTED YOU ENABLE SEAMLESS EXPERIENCES.
COMPASSIONATE EMPATHY IS REQUIRED, ALWAYS.
CONTEXTUAL DESIGNED FOR OUR LIVES OR JUST STOP.
CONVENIENT YOU MAKE IT TOO EASY TO DO BUSINESS WITH YOU.CONSISTENT SAME EXPERIENCE, ALWAYS.
TIME IS ALL WE HAVE.
Want these slides? barberandhewitt.com/friction
Say hello. +1-520-591-1658 @michaeljbarber
This guy ran out of business cards. ̄ \_( )_/ ̄
www.barberandhewitt.com [email protected] Los Angeles, CA
THANKS. QUESTIONS / COMMENTS.
May 2016
Want these slides? barberandhewitt.com/friction