Endeavor Digital, Inc.

Digital Content Publishing and Distribution

Monthly Archives: March 2015

How important is “user experience” to your company?


If your answer to that question is anything but “It’s the most important thing”, you should probably review your priorities. Everything your company does, every product you release, every decision you make, every interaction with a customer or prospective customer, should be based on providing the best possible user experience.

Before the internet, the old saying was, “Satisfied customers tell 2 people, dissatisfied customers tell 10 people”. That was probably accurate.  But today, the internet has made it easy for satisfied or dissatisfied customers to tell MILLIONS of people!  When you are considering a product to buy, how often do you check reviews, see how many stars the product is rated, or read blogs for more detailed information?  Studies show that the number of people researching in these ways has only grown over the last decade.  It probably makes sense that a certain element of the old adage still applies.  If you search on the internet, you’ll see good reviews and bad reviews, but it’s probably easier to find more bad reviews because people tend to be more emotional about things that upset them.

More importantly, think about your own experiences.  How many times have you decided not to engage in additional business with a company where you had a bad experience?  Was it a bad experience with a customer service rep?  Difficulty buying something on a web site?  Internet service that can’t stream your movies effectively?  It doesn’t matter what it was, if your experience was poor and you decided not to do business with a company because of it, then you will probably understand the results of a January 2015 survey about data storage management products and services conducted by IDG Research.  One result of that survey was that 83% of respondents said that improving the user experience is critical or very important, and listed it as their #1 business goal for 2015.  This industry recognizes the value of the “user experience”.

So how important is user experience to your company?