Share Your Skies With Us

This article highlights a few things to ponder - namely, that Samsung does better than Apple on measures of customer loyalty (using the Net Promoter Score, or NPS), but that Apple takes the prize when it comes to customer service satisfaction.  I'm not an Apple fan boy, having had an unpleasant experience with their App Store approval team members - so I personally am not wild about their customer service.  That said, could it be that the presence of their "stores" actually drives customer satisfaction?  And would a Samsung store concept do well to counter that?  Interesting questions...

One thing in this article captivated me - the assertion that online shopping has continued to increase, but that attention spans are at an all-time low.  (Dare I say more men have joined the online commerce marketplace?!)  This, as the article recommends, leads us to the importance of getting past "spray and pray" online approaches, and into approaches that personalize the online shopping experience for each customer.  We know Amazon does it right.  Canada's Indigo/Chapters does it really well - to the point of being creepy.  This article asserts that three things now must be done right - we must enable enterprise-level sharing of customer insights and marketing data, we need to leverage data and technology in the face of shopping cart abandonment, and we must enable seamless device shifting. 

In my work, I have often considered the challenges of e-learning to include developing appropriate and engaging interactives, creating compelling imagery and videos, and getting efficient with text/words (the latter a particular challenge for me).  This article sensibly reminds us of the importance of navigation in e-learning programs - because if they can't find what they need easily, then you are left with the old "Previous < > Next" click through model.  That model is deservedly broken; the article provides some practical helps for doing better.