The organization is a tribe and the customer is a stranger. That’s why it’s so hard to be customer-centric. Some years ago, HSBC Hong Kong had what they thought was a reasonably straightforward mortgage inquiry form. It had 17 fields requesting: • Property information (address, price) • Applicant information (name, […]
Advertising agencies don’t get the Web because the web is the place people go to do things. In 2009, an article was written advising companies to never, ever let an advertising agency near their website. Back then, ad agency websites were a total joke. If you wanted to find out […]
Customers crave speed on the Web, and they reward organizations that make things fast and simple. Why is Google successful? Because it delivers better and faster results than its competitors. Google truly understands the customer’s need for speed. “At Google, we’ve gathered hard data to reinforce our intuition that “speed […]