And however they get that data.Peter Ramsey: Exactly. Just such a simple little change that would be useful on so many sites, but many sites don’t have that for some reason.Roger Dooley: We will link there and to any other resources we spoke about on the show notes page at rogerdooley.com/podcast. You’ll go, okay.
And this is something that’s been going on I think since the early days of digital, where I remember when we all didn’t have fast internet connections, you’d have these websites that looked great to their designers because they had a broadband connection in their office, but you put it on a dial up connection for the typical home user and even many business users and it didn’t work at all. But if you were shopping on some random website for something really small, you might need a little bit more help, you might need a few more examples.Roger Dooley: The friction that we talk about most of the time is friction in the user experience, but in my book I also talk about financial friction. So now you’re pretty adept at finding the buy button, even if it’s put someplace where the average user might say, oh, what am I supposed to do now?Roger Dooley: Yeah. Peter, thanks so much for being on the show. I know that that never happens anywhere, but providers tend to be monopolies in their particular area.Peter Ramsey: It’s tough. But still you’ve got different issues these days, but the problem remains the same.And if you’ve got 500 reviews and they’re displayed five per page and the only way to get through them is by going from page one to page two to page three, it’s really not too helpful. So calling a call center, I recently did a study on customer support, there is a user experience of getting customer support and then there is a customer experience in the sense of can they solve your problem, right?
But the reason I sent Peter one of those, I actually had it printed in the UK to speed things up a little bit, was because he did such an amazing job of finding friction in banking by doing something that no human should be forced to do and that is set up an account at 12 different banks and go through the entire process.
So opening an account, making a payment, international payments, that sort of thing. Peter is an entrepreneur and user experience expert. I didn’t want it just to be my name.
I mean, they know how to create a good user experience. Listen in to learn the benefits of using a site search on your website, why companies rely too much on data, and more.The third one is political. But okay, now, as you were looking at the bank experience, what kind of metrics did you look at? So I’ve done some sites search stuff within case studies.
And if they ask the person at the next desk to test it, it’s obvious to them too. People refer to the term technical debt, right? How would you compare that activity with say, if you had access to this, which of course internally they do, say measuring user behavior data, how long are people spending here?
What did you measure to compare the various entities?Peter Ramsey: I don’t think they make banks look good but there’s a few.
How quick are they to use? We are the leading supplier of timber components, slat-set packs and assembled products in the UK. So they should be really good at this. They would go, well, this is the worst thing I’ve seen all year, right?
So is there some regulatory body holding back these organizations and not these ones, right? So one of them is that it’s hard to measure and so when these banks have the data, they’re not getting the full picture. And then I kind of benchmarked all of the banks against each other to say this bank was quicker than this bank. Welcome to the show, Peter.But I think that over the years, these things just kind of develop. p.ramsay@lse.ac.uk.
Today joining me is my virtual friend from the UK, Peter Ramsey.
But in any case, for starters, I focus a lot on customer experience and user experiences, I guess, an element of that. And so if you look at the banking sector now, the incumbent banks, they’ve got huge technical debt, which is every time they try and do something they’re like okay, by changing that, we break something over there and we break something over there.At the end of this frustrating experience, I was really hot, and I was going to say, I never do those customer survey things where they say, “Stay on the line.” Well, in this case, all they did was ask me about the agent I had spoken with. They’re probably pretty technical, they probably understand how to do the certain things because they get asked the same questions, which is like sign up to my website. And that can be better because people don’t know they’re being watched and then you can kind of get that experience.Roger Dooley: Yeah. So when I talk about the difference between large and smaller companies, I sort of have this keynote presentation that I end up doing, and there’s three debts that I say these large companies have.
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Peter Ramsey UK