The Devil is in the Details: User Experience Design’s Impact on Customer Retention
A Chief Marketing Officer can create a broad sweeping, exceptional branding program but can lose countless customers based on the smallest, tiniest interaction—even something as simple as an online password reset.
This concept became crystal clear on a personal level past Saturday when doing something as mundane as ordering more coffee. I have a Keurig and I order K-cups from them online. Unfortunately, this time I could not get into my account. I tried the password reset feature, but it wouldn’t work.
Needing to reset my password is not a reason for me to “leave” Keurig. How Keurig handled my password reset is why. When I could not get in, I submitted a customer service request to Keurig and Googled “K-cups” which immediately lead me to Amazon.com to order my coffee…







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