July 23, 2008

How do I change my password and the power to lose a customer

Posted by Paul Giurata

I’ve been arguing for a while now, that  creating a Web-based version of a desktop or server-based product is only part of the battle if you plan to deploy SaaS in the enterprise space. This core application is just one component from the array of user experiences that need to be addressed when deploying or selling any enterprise application. These “other” experiences include marketing, evaluation, configuration, support, monitoring, and feedback.

Just how important are these other user experiences? While I usually try to write things from the point of view of our enterprise clients, this time I thought  I would share some personal anecdotal evidence in the consumer space.

I have accounts with two large financial institutions (no names since both have divisions that are clients).  Both have web applications that offer comparable services,  but Firm #2 seems to offer better pricing for comparable funds. 

Since both institutions deliver a very similar web application for trading,  you would think that pricing would automatically determine which service I choose. But the reality is that I almost consistently use the web application for Firm #1.  Why?  It offers a better user experience for all of those things that are outside of the core application of buying and selling funds.

For example, Firm #1’s web app lets me configure my screen so that I can view information that I use most frequently, including monitoring my activities and the fees I have paid.  I can get at the same information with Firm #2, but it requires me to use their menu structure and go through several steps for this high value task. 

Firm  #1 makes it easy for me to get support - both with an electronic help desk, and via email support.  Firm #2 offers these things as well, but they are not integral components of every screen - they are like separate applications.

On top of this, for the life of me, I could not figure out how to change my password for Firm #2.  I had to contact tech support via phone!

So to come back to the main point: the core application (in this case, fund investing) is only one component from the array of user experiences that need to be addressed by any web application. The other components help maximize the business value of the application. When they are not addressed, you get customer churn.