Real Simple Concept: People Pay More For Convenience
The easier you make it for people to do business with you, the more business you’ll get.
Microsoft has some really awesome technology. I am a personal fan of Outlook, xBox 360, and AdCenter. Nevertheless, these products come with a ton of headaches. Follow me:
Hard To Do Business – New PC In The Home Ad is by far the worst ad of 2011. The entire ad focused on “features” and NOT benefits.
Do you think the average consumer actually gives a shit about a 512 gb hard drive? Or about a “rotating tablet?” NO! Of Course Not.
Apple get’s it. Their ads focus around cool benefits, such as CONVENIENTLY updating your calendar via voice or CONVENIENTLY finding out about the weather.
Hard To Do Business: xBox Live’s newest update changed the user panel for the worse. It took me 20 minutes to figure out where the profile login for my xBox Live account was located. How would the average consumer know that in order to sign into xBox Live, you have to “switch profiles”. Sure, people eventualy figure it out. The result is a negative user experience.
Hard To Do Business: Outlook is very difficult for the average consumer to configure. It also has a ton of bugs in it. Once the program is working it rocks…again, bad taste left in the mouths of users.
Hard To Do Business: Microsoft’s AdCenter is counter-intuitive. It took me 1 hour today to figure out how to switch the card on file and submit a payment. Last month we canceled the credit card that I had on file which caused the campaign to pause.
So I updated the card and hit save…The Ad Center told me that I needed to contact the “Support Center”
Do you see a support center tab on here? (sorry it runs off the page, but you get the point)
In order to submit a payment, you have to click through 4 pages and then click on an obscured button…It’s no wonder that we’ve spent millions of dollars with Google but less than 10k with Bing!!
Bottom line is that Microsoft is heavy on technology and low on practical sense.
The day that they start viewing experiences through the eyes of their audience is the day that Microsoft will double its sales.