The sun had just begun shining brightly, as the day progressed towards a lazy afternoon. Sipping hot tea, I lazed around, reading a couple of articles. Finally, I had a weekend to myself, without classes and assignments from Asia’s first B school for product leaders. (The B school staff ensures to not make me sit idle, while being in pursuit of my passion of becoming a product / digital leader).
A couple of ads placed together caught my eye. Assuming that they are personalized and targeted, I clicked on them with an inclination to experiment.
The Flipkart ad for a shoe ended up in a clothing store. Even the URL indicated to me “https://www.flipkart.com/mens-clothing-store”. At first, I doubted myself, wondering whether I had probably clicked randomly, without really focussing on the ad. I navigated back to the page to check the same. And there it was, the flashy shoe staring back at me!
Right below was an ad from Amazon, and it took me directly to the page of the book. I not only saw the book details, but the prices and the add to cart button. This clearly played on making things easy for the consumer. It essentially nudged me, as an end user, to finally make that purchase.
There does not seem to be much complex tech involved in this. In any case, since this was a facebook ad, the core competency was being taken care by the FB ad business team themselves. Yet, after burning millions of ad dollars, if this is the customization offered to end users, it is surprising to say the least.
Customer obsession involves fleshing out all the touch points across the customer journey and working backwards to ensure that all are met. While we se many errors / bugs / customer complaints across different products, it is imperative that any company works in that direction. Frictionless checkouts are considered default in today’s software products. Failing to oblige the customer in that direction is only a lost cause in the long term.
This post is not biased against either company or team. The pen was put to paper to indicate that customer obsession lies in the simplest of things. Either there is a lack of supply of better product marketing managers, or a lack of better testers.
Or simply better product managers are the demand of the day, to drive the respective teams towards offering value to customers / consumers.