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.
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