I've been reflecting on Luis' blog entry about Information Overload. I concur that it is a complex and ever-expanding phenomenon. We at Vox encounter Information Overload in our own lives as well as that of the Customers for which we advocate.
However, I controversially postulate that the real problem isn't actually too much information. There is really no such thing as too much information. The problem is one of organization. It takes too much time and effort to get to the information we want and need, whether it's to get a 1-800 number, to find out how much our insurance will cost, or to find out when our favorite movie comes out on DVD.
Therefore, we realize that from the Customer’s perspective, it's imperative for us to accomplish two objectives: one, to create a clear path to their goal and two, to set expectations of time and effort.
Creating a clear path to Customer goals involves building experiences based on what the Customer wants to do versus what the company wants the Customer to do. It is about--to give just a few touchpoint examples--automated phone systems that tell the holding Customer where they are in the que, websites that always let Customers know when they have received or are sending out an item and written customer communications that speak to the customer instead of at them.
Setting Customer expectations involves answering the questions they ask themselves when trying to access information. Customers want to know "How long will this take?" "What steps will I need to complete to accomplish this?" "Will I need to process a ton of information and make a complex decision, or will this be straightforward?" The more accurately we answer these internal questions of Customers, the less "Info-intensive" we will make their experience.
What else can we do to help Customers accomplish their goals?
Hi John, That’s an intriguing point. It is true that much of what Customers learn rapidly becomes out-of-date. They have to make quick decisions based on knowledge derived within a short but intense timeframe, or risk being permanently paralyzed by the ever-changing flow of information. In order to support them, we need to give them the tools to quickly evaluate their options. We also should take the risk out of decision-making by not punishing Customers for changing their minds. For example, compare mobile phone companies that charge a $19 upgrade fee when a customer buys a $200 phone from them (e.g., Cingular), to Netflix which allows the Customer to switch to a more or less expensive plan whenever they like, as many times as they want. Netflix excels at reducing uncertainty on so many levels.
And to Dale: thanks for adding our blog to your resources.
Posted by: kim | February 27, 2007 at 02:20 PM
You are touching on a very critical topic. However, whether information overload is a problem or not depends on whether the information provides an answer to a question the person understands or, if the information is to reduce uncertainty or complexity. In the first case, I agree with you. Information should be better organizated or simplified from the customer’s perspective.
However, in the second case, people want answers not more information. However, if all they get is bombarded with more information it becomes stressful. To cope they engage in avoidance, become indifferent or adversarial. The business challenge is for find ways to effectively communicate. To quote the playwright, George Bernard Shaw, “The problem with communication is the illusion that it has taken place.” Businesses cannot simply push more information at customers and expect better results.
I believe that Dan Pink (A Whole New Mind) is on the right track by arguing that we are intransition from an information age to a conceptual age. People want help in making sense out of a world where information not only comes at them at an accelerating rate, it goes out of date just as quickly. In her book, The New Culture of Desire, Melinda Davis says that businesses will serve the needs of their customers if they act a Yoda and help them reduce the uncertainty that comes with change and innovation. And, by doing so, will increase their customer equity and profitability. John I. Todor, Ph.D., author of Addicted Customers: How to Get Them Hooked on Your Company (www.AddcitedCustomers.com)
Posted by: John I. Todor, Ph.D. | February 20, 2007 at 10:37 AM
Your content is so worthy that I have added both your blog and the VOX link to my blog resources. If you ever have questions in the contact center area, we would be pleased to offer information that might be useful to VOX clients. www.perfectCEM.com
Posted by: Dale Wolf | February 15, 2007 at 02:17 PM