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On Word Of Mouth

“Consumers have always been in control. There is more efficiency in the market now, but fundamentals are the same. This is the big piece. I’ve argued this often. Word of mouth always drove purchasing decisions. Certainly this is much more efficient, but I’m not sure I’d say it’s a sea change.”

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UX is an art and science, and it is all but ignored in the development of new media channels where customers control their own fate. If the appeal of an app diminishes, it’s removed from the device. If a brand page in a social or mobile network no longer delivers value, a customer can effortlessly unlike, unfollow, or unsubscribe. If the rewards for taking action on behalf of a brand–think check-in, QR, barcode scans, or augmented reality plays–are intangible, or gimmicky without intent, customers will simply power off. And, if a consumer cannot take action in your favor, within their channel of relevance, with ease and elegance, value or ROI will forever escape your grasp.

More on this, in the fastcompany article “Why User Experience Is Critical to Customer Relationships”.

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If a man speaks or acts with a pure thought, happiness follows him, like a shadow that never leaves him. “He abused me, he beat me, he defeated me, he robbed me” – in those who harbour such thoughts, hatred will never cease; in those who do no harbour such thoughts, hatred will cease. For hatred does not cease by hatred at any time; hatred ceases by love – this is an old rule.

This is the beginning of the famous Buddhist scripture, the Dhammapada.