Best Practices

9 Reasons large companies fail to deliver a great customer experience

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As a User Experience consultant for many years, I’ve worked with several large companies. Well-established companies staffed with smart and motivated people. However, in almost all these cases, it has been challenging to deliver great customer experiences without first solving internal issues. Over the years, I’ve observed that there are a few that are always …

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What can a cabbie teach us about conversion

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As people’s attention spans drop, and options for their distractions explode, how do you get them over the line? How do you persuade your visitors to take an action that moves your business forward? One answer is to take advantage of our inherent human desire to find shortcuts. Real-world Scenario Take this real-world scenario I …

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Did poor usability create a near-fatal accident in the sky?

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Today the JTB released a report that the 2011 ANA incident was far more dangerous than originally thought. The Wall Street Journal wrote: After the co-pilot mistakenly operated a rudder-control switch at 41,000 feet, instead of a different switch that unlatched the cockpit door, the jetliner plummeted 1.2 miles in slightly more than 30 seconds and briefly …

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