Learning from the user experience of canceling an order


To cancel or not to cancel?
Current retail interaction designs need innovation. They often place the customer in a position where it is virtually impossible to cancel the order.

This is a bad experience that may be remembered and shared with others. Today, with the web the negative experience is broadcasted all over the world and it lives long after it happens. It may even outlive your company.

Communication here is the key. Today most systems use passive-aggressive design – they just don’t communicate.

The customer may simply be confused or may be misunderstanding information or experiencing other issues that we can address through design and adjustments so we can prevent this type isssue. Some of our companies may be loosing sales that may be recovered.

Not gathering information about why the customer wants to cancel the order first hand is a mistake.

This is a sensitive moment in the customer-retailer experience. We can be learning from the customer. We can be using this information as another type of “user research” so that we prevent these type of issues in the future.

Companies that interact with their customers in times of cancellation are practicing good customer service. Those that gather information about the user experience leading to cancellation are “Learning Organizations” are providing GREAT customer service. But those that do all the above AND are using the information to re-design their systems – ARE Learning Organizations that are providing excellent service AND are adapting to the changing paradigm of user-centered e-commerce.

Those others that don’t do any of the above and pretend their websites are robots that have been turned off, may soon be unplugged.

LINK: “Why ‘Industry Standard’ is a Dumb Excuse” by Bob Sutton, where he talks about experience trying to cancel an order.

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Visit my user experience blog (User Experience + Innovation)


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