Close
 

Cut life admin and your customers will love you

  • News
  • February 20, 2018
  • Kate De Marco
Cut life admin and your customers will love you

Increasingly, experiences that’ll win customers’ favour will be the ones where businesses can reduce their mental load

With the pervasiveness of technology available today, busy lives are no longer the exception but the rule. We are fitting evermore into the finite hours of a day. Work has escaped the confines of the traditional 9-to-5 with emails interrupting us at all hours.

We have higher expectations of share-worthy social lives that stand out from the norm. And we have the world at our fingertips and in our pockets. All of these factors clamour overwhelmingly for our time and our mental space.

The constant fracturing of our attention means we are constantly juggling things to remember, plan, manage, consider, decide on and respond to. This means more and more effort for our working memory to cope with, all adding to our mental load and overloading us with “life admin”.

Customer experience is already recognised as a key area in which businesses can gain competitive advantage. We already look to remove friction and pain points for our customers by understanding their needs and journeys. Outsourcing their mental load takes this a step further.

An example of this shift can be seen in the service offered by My Food Bag compared to grocery delivery services. Delivering groceries gives time back to customers by removing the need to spend time travelling and selecting items at the supermarket. But customers still have to carry out a lot of mental work – planning meals, and having to consider and choose all the items for their shopping order. This additional layer of work for the customer takes time, but more importantly, it takes up mental space.

My Food Bag removes this mental load and the effort of planning, choosing and deciding – by providing a set meal plan for the week with all of the recipes and required ingredients included. It effectively takes on what many people consider the exhausting mental work of deciding what to make for dinner every night.

To compete in this new world, businesses need to look for ways they can take mental effort away from their customers. And the stakes are high, by reducing customers’ mental overload the value derived can be not only significant for winning customers’ hearts and minds, it can establish entirely new business models.

Could you be taking mental load off your customers?

The first step is to step outside your business and step into your customers’ lives - what is it that they are they forced to remember, plan, manage, choose or do? Identify where you can take that load off them. And then meaningfully deploy new technologies and data in new ways to solve the problems they face – ultimately reducing the amount of things they need to think about and improving your competitive advantage in the process. 

Kate De Marco is a senior CRM Planner at TRACK.

This story originally appeared on Stoppress

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
 
 

Thankyou wants customers to fly its logo from a crane

  • News
  • June 18, 2018
  • Sarah Dunn
Thankyou wants customers to fly its logo from a crane

Australian social enterprise company Thankyou is newly launched in New Zealand with a strong narrative of charitable giving and a range of affordably-priced personal care products. But first, it wants customers to literally go above and beyond to promote it.

Read more
 
 
 
topics
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
How to open a store
Sarah Dunn considers what it would take to ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
 
 
 

Get a glimpse of The Retail Hotlist 2018

  • News
  • June 15, 2018
  • The Register team
Get a glimpse of The Retail Hotlist 2018

New Zealand’s hottest retailers put on their party frocks and dancing shoes for The Register and NZ Retail’s first event, The Retail Hotlist, in June. We’ve now released the official video.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita@tangiblemedia.co.nz or call 022 639 3004

View Media Kit

}