Mandatory (mine) fields


Tech target emailI was talking to a client this week about using workforce automation to build better customer experiences so it seemed timely when an email popped into my inbox with the title “How automated workforce management improves customer satisfaction”.

After clicking on the link I met with this and there’s a couple of observations to be had;

Firstly, in order to download the 8 page document, you’re expected to fill in 13 mandatory fields! Not just 1 or 2 but 13. It would take me longer to fill this out than read the 8 page document I wanted to download. I don’t even have to go to this much effort to log onto my online banking with all it’s security checks.

Frustration index downloadMy second observation, was the title;

“Service Industry Consumer Frustration Index.”

What beautiful irony. What’s actually more frustrating than having to complete 13 mandatory boxes? -Not much to be honest. So much so that I never started which makes me question the value of the article and the motives behind this approach.

In an ever growing content and value world, building trust with both brands and individuals through sharing is now common place without companies and contributors asking much if anything in return.

However, those 13 boxes are clearly in the companies own self interests for future marketing purposes. The way they’ve gone about it though is clumsy and reminiscent of marketing from 20 years ago where companies wanted (and held) most of the control and the consumer had very little. It’s not like that anymore but it appears that not everyone has realised..

How much effort would you got to access content?

 

 


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