Thursday, July 11, 2013
Obvious Consequences of Mobile Use
Like many Harvard Business Review articles, "The Unanticipated Consequences of a Frictionless Mobile Experience" by Peter Kriss dresses up the obvious in jargon, to make it look profound. The article relates that making customer surveys easier to fill in (via a mobile device) resulted in lower ratings for a hotel. The conclusion was that because the survey was easier to fill in, customers who were less engaged filled it and so the hotel's rating went down. As far as I can see, this has little to do with mobile devices and you would get the same effect from switching from a multi-page paper questionnaire to a tick-and-flick postcard.