Bijgewerkt: 2 mei 2019
Human attention span has dropped from 12 seconds to 8 seconds in the last fifteen years, just about the time the mobile revolution has been around, this according to research conducted by technology giant Microsoft. (http://time.com/3858309/attention-spans-goldfish/) However, not so easy to please early adopters, multi screeners and heavy social media users have more intermittent bursts of high attention. This means that they are better at identifying what they want or don’t want to engage with very rapidly.
In this contemporary customer experience war, where businesses are shooting in every direction to stand out, no wonder people are treating their attention as a very valuable resource. Spilled attention is unforgivable, only the best experiences deserve notice. So, the question is, how are you using your customer’s attention, are you attracting them to the things that they really value?
Automatized, Data Powered Efficiency
In a world where ‘busy’ is the new status symbol, people are relying on time-saving apps and instant gratification services. Customer journeys are shortened by keeping the touchpoints to a minimum. Look at it as offering the customer to solve their problems requiring their minimum effort. Let’s call it effort outsourcing.
Here are some successful examples of services that emphasize this modified concentration span of customers:
· Imagine you come home from work and your shopping is already done and groceries have already been put away. This is the proposal of Swedish company ICA and Glue, who are now offering the possibility of groceries delivered straight to your refrigerator.
· Cars that stay in their lane, automatically break, maintain a distance, avoid highway obstacles and park on their own while at the same time learning the road and stay on its course through big data. They know your destination by reading your calendar and automatically open maps on the screen. Autonomous-driving cars are becoming a reality. In this market, Tesla has been paving the road for cars becoming fully autonomous in the near future, not to mention alternative energy and the extra gadgets connected to your phone.
· Another example is Senstone, a wearable device that facilitates notetaking on the go. At a cost of USD 145 this voice recording device allows users to capture their thoughts and ideas, without having to write it or record it on your mobile phone. The app converts the voice into text, is compatible with apps like Trello and Evernote and can be easily sent to others.
· Today’s conscious customers don’t want to stand in the supermarket lane trying to figure out which meat comes from the happiest cows. Successful companies ensure negative socio-environmental impacts are minimized. Apps like Think Dirty lets you scan a barcode or type a product name and it will tell you its potential toxic ingredients. It works with food as well as cosmetic products. It not only makes people more aware of their purchases, but pushes companies to offer higher quality products.
In order to stand out in this experience economy, remember to save your customers the burden of dealing with the process of the service that you’re offering. Offer your clients a path to self-realization and a purpose driven lifestyle that they want to share on social media channels. Make your efforts count and most of all, make your clients and their time the most precious of their resources. You’ve got 8 seconds!