Your customers have moved online and now want their customer experience to be a digital experience. Online is where they’ll overwhelmingly interact with you. And that gives you a huge opportunity. Now, more than ever, you can provide the information they need in the format they want to consume it in.
Left Brain Right Brain Theory: Truth or Fiction?
In providing online content, you now have the chance to deliver a better user experience, by simply taking into account whether the consumer is logical/analytic (left brain) or more visual/intuitive (right brain)—that is, if you buy into Nobel prize winner Roger W. Sperry’s left brain right brain theory.
Where Do Your Customers Fit? Left, Right or Something in Between?
But with all due respect to Sperry, no one is totally analytical or totally visual. While there are no wholly left brain or wholly right brain customers, there is a tendency for us to be more left or more right-brained.
Most users consume information in some place in the middle—using parts of both left and right brain. Some applications, like Salesforce, deliver data with a presentation format that really caters more to the left-brain user, so your right brain customers or those in the middle can feel left out.
Delivering What Your Customer Wants
There are certainly many cases where the audience will trend strongly in one direction or the other. For example, an accountant may have a strong preference for a high level of very detailed data. That kind of user may care little for more visual representations of that data—considering it useless because of its lack of granularity.
But different professions, like sales or marketing for example, may want to get a quick view of the big picture before drilling down further. We live in the consumerization of IT. Customer expectations are for a modern digital experience. That means taking into account the user experience of your customers. That means thinking about your customers. If your customers are accountants then, by all means, have a more left brained focus interface. As long as that is a choice you made it will work. But if it is your default just because that’s what is easiest, then you’re not putting your customers first and they are not getting the experience they deserve.
What’s the Answer?
All that heavily data-driven content in an application like Salesforce has great value, but some users have trouble consuming information in interface like that. It’s clear that we need to drive the customer experience in a new direction and custom deliver information to them in the format they want to consume it. The same information, presented in a more visual format, can better meet the needs of a whole group of users who have not been “feeling the love.”