Desirable and Easy
THURSDAY 18TH JANUARY 2018
There are two key principles to raising the uptake of sales and engagement with your products or services. You need to make people want them (more desirable) but you also need to make them easy enough to get. There is only so much effort someone will put in to get or use your ‘thing’.
Desire Code takes many principles from behavioural economics and customer service excellence and splits them into them into five categories. The first four are concerned with making services and products more desirable, more wantable, to raise demand and keep customer motivation high. The fifth is concerned with making them easier to get. This fifth principle, works alongside the other four, and is essential for creating customer engagement and adherence.
ENGAGEMENT (Highly Desirable – Easy to get)
Having engaged customers requires having service and products that people want and making it easy for them to access and use.
This is the sweet spot! Think about your favourite stores and favourite brands. The chances are they do both of these things well.
FRUSTRATION (Highly Desirable – Difficult to get)
We’ve all experienced this. We may really want a product, but if we are faced with long queues at checkout, long waits on the phone, instructions that are difficult to understand and appointments that are inconvenient, we quickly lose interest and find an alternative.
If services and products are desirable and people want them, but they find them hard to access and use, they will become frustrated and eventually give up.
APATHY (Undesirable – Easy to get)
“I forgot again.” “I’ll call them up tomorrow.” “I’ll book it in at the weekend.”
We know where it is, how to get it and what it’s for. But we just don’t feel excited or compelled enough to make it happen now. We’ll get around to it…
If your service doesn’t seem appealing enough, then regardless of how easy it is to access and use, customers won’t be motivated enough to fully engage with you.
DISINTEREST (Undesirable – Difficult to get)
Even if your business case shows that there is a need for your service, if you design one which is difficult to access and don’t present it in an appealing way, customers won’t come.
Which part of the quadrant are you in? Which part you want to be in?