2010/9/17 designing for "delight"

Jared Spool @jmspool

@rhjr As you see a decline in frustration, you see an increase in ROI. Once frustration is eliminated, you grow delight, ROI continues.

Jared Spool @jmspool

@rhjr As you see a decline in frustration, you see an increase in ROI. Once frustration is eliminated, you grow delight, ROI continues.

Jared Spool @jmspool

@rhjr That's the economic model, anyways.

Jared Spool @jmspool

@rhjr That's the economic model, anyways.

Robert Hoekman Jr @rhjr

@jmspool The data for that point is everywhere. You've written about it yourself.

Robert Hoekman Jr @rhjr

@jmspool The data for that point is everywhere. You've written about it yourself.

Robert Hoekman Jr @rhjr

@jmspool Then the argument from "delight" advocates should first be to eliminate frustration. Few companies have yet to achieve that.

Robert Hoekman Jr @rhjr

@jmspool Then the argument from "delight" advocates should first be to eliminate frustration. Few companies have yet to achieve that.

Jared Spool @jmspool

@rhjr Yes, that's correct. You can't focus on delight until you've eliminated frustration. That's the 1 thing the HBR study got right.

Jared Spool @jmspool

@rhjr Yes, that's correct. You can't focus on delight until you've eliminated frustration. That's the 1 thing the HBR study got right.

Robert Hoekman Jr @rhjr

@jmspool Okay, I'll bite. What's wrong with HBR's article? (The study was done by the Customer Contact Council, whatever that is.)

Robert Hoekman Jr @rhjr

@jmspool Okay, I'll bite. What's wrong with HBR's article? (The study was done by the Customer Contact Council, whatever that is.)

Jared Spool @jmspool

@rhjr The big thing was that they assumed "delight" meant cust serv reps "exceed expectations". Everything is downhill from there.

Jared Spool @jmspool

@rhjr The big thing was that they assumed "delight" meant cust serv reps "exceed expectations". Everything is downhill from there.

Robert Hoekman Jr @rhjr

@jmspool And how do you define it?

Robert Hoekman Jr @rhjr

@jmspool And how do you define it?

Jared Spool @jmspool

@rhjr I think it goes far beyond what happens when someone calls cust service. In fact, I'd say that if they called, it's probably too late.

Jared Spool @jmspool

@rhjr I think it goes far beyond what happens when someone calls cust service. In fact, I'd say that if they called, it's probably too late.

Robert Hoekman Jr @rhjr

@jmspool The study included web, chat, & email interactions. And contacting customer service isn't always a reaction to something negative.

Robert Hoekman Jr @rhjr

@jmspool The study included web, chat, & email interactions. And contacting customer service isn't always a reaction to something negative.

Robert Hoekman Jr @rhjr

@jmspool Can you point to an example of a company whose rep has been improved by designing delightful moments (not Apple)? That would help.

Robert Hoekman Jr @rhjr

@jmspool Can you point to an example of a company whose rep has been improved by designing delightful moments (not Apple)? That would help.

Jared Spool @jmspool

@rhjr It was web, chat, and email CUST SERV interactions.

Jared Spool @jmspool

@rhjr It was web, chat, and email CUST SERV interactions.

Jared Spool @jmspool

@rhjr Zipcar, Netflix, Cirque du Soleil, Disney, ThinkGeek, CD Baby...