I love when we get microinteraction submissions from members of our community! It shows two things:
1. These small moments matter. Just as we preach around here, those small moments we have to interact with customers (or just fellow humans) are precious. They should enlighten, entertain or educate. They should make someone feel better instead of worse.
2. Our readers really get it! It’s easy to overlook microinteractions and not recognize the importance of them. It’s critical to notice when we are customers ourselves so we can create improved experiences for our customers.
This one sums up a whole bunch of wrong all at once.
- Making the unsubscribe process painful.
- Ignoring the customer’s request.
- BLAMING the customer.
Catch that last line?
We are unable to transfer the request from this system. Thank you.
Apparently, the email forward function is also broken. And the phone. And walking this printed email to someone who will realize how harmful this is.
So. Much. Wrong. Our anonymous contributor couldn’t believe it, either.
Multi-channel experience is about creating a holistic view of what your customer’s journey is actually like. Only considering the experience from the inside leads to silos which lead to…this. Don’t let that happen to your brand.
(We’re obsessed with these small moments around here. Check out the TEDx talk that started this conversation, check out the Slideshare or follow our dedicated Microinteractions Pinterest board for more awesome!)
