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Are you a frictioneer?

The driver for both consumers and businesses today is the insatiable demand for frictionless experiences. Every time one client experiences a dropped call, a delay in delivery, or anything else that potentially wastes their time and energy, they experience friction. The same logic applies internally, writes SACHA MATULOVICH, Marketing Director at Connection Telecom.

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For just a moment, think back to how businesses functioned only a few short years ago. The cloud, for instance, was still in its infancy, which meant that physical hardware was very much necessary. Server rooms were a prerequisite, company networks needed complicated infrastructure setup, and other bits and bobs of technology were required for an organisation to merely operate and remain competitive. 

Today, however, we are lucky enough to operate in a more seamless environment; one that comes with far less complications, fewer hassles, and, ultimately, minimal friction. In fact, what drives both consumers and businesses today is just that – the insatiable demand for frictionless experiences. 

Think about it in the context of your own business. Every time one of your clients experiences a dropped call, a delay in delivery, or anything else that potentially wastes their time and energy, they experience friction. The same logic applies internally. If an employee has tech issues to the point where their productivity is hindered, even if only slightly, they too are facing a form of friction. 

To remedy these, and countless other instances of resistance, business leaders need to view their organisation through a new lens. They should take a closer look at their customer experience, for example, and ask themselves, “How can I minimise existing friction?” and “How can I create more frictionless experiences?” To answer both questions effectively, the following three laws of frictioneering should be considered.

1. The law of the lazy mind

Thinking requires lots of energy. When faced with a challenge, the mind has evolved to automatically seek the lowest-friction solution.

In his bestselling book, Thinking, Fast and Slow, the author, Daniel Kahneman, notes, “…one of [the mind’s] main characteristics is laziness, a reluctance to invest more effort than is strictly necessary.” This represents human nature in general and is absolutely true with regards to customers and who they choose to do business with. 

Think about it. The moment you present your clients with a bulky contract they need to read, or forms they need to fill out, sign, scan, email, and more, you are creating friction. As humans, we are biologically, chemically and electrically wired to find the easiest route possible. If your customer finds a competitor who seemingly offers a similar solution to the problem at hand, and can do it for them faster with less hurdles, chances are they’ll make the move without so much as a second of hesitation. Why would they choose you, and all your operational complications, when they could have access to the same product or service without having to expend more precious mental than is absolutely necessary? 

2. The law of visible and invisible friction

Friction starts out invisible and is tolerated unconsciously by the market. But once this invisible friction is discovered, it becomes real. If significant friction is removed very quickly, “disruption” can occur. 

The gist of the second law of frictioneering is this: the moment a new innovation or experience is created, it delights and wows customers. All too soon, though, this practice or service becomes the norm, and customer expectations shift once more. Technology within your own business can illustrate this perfectly. As we’ve already touched on above, consider the impact of the cloud on day-to-day operations. Before this innovation penetrated every industry, there were invisible frictions we all tolerated – slow scalability, cumbersome infrastructure setup, and more. Now, however, we take the cloud for granted, and we certainly can’t go back to working without it. 

So, what can business leaders take away from this law then? How can it be used to better their own organisation? The best place to start, is by trying to identify frictions that we are unaware of, that can potentially be reduced, or even removed. 

Uber is the perfect, well-touted example in this regard. By removing the invisible friction that surrounded the act of organising, directing and paying a taxi Uber created a relatively frictionless path for users. The differential in friction between the old and the new was significant enough that customers couldn’t resist flowing into the new-normal, and thus, this sector was disrupted. 

3. The law of utilisation over invention

There is an abundance of friction in the system. There is also an abundance of appropriate tools available. Frictioneers should utilise today’s tools to remove today’s friction and avoid the “invention trap.” 

Today, far too many people are trying to reinvent the wheel, and this can sometimes have the adverse effect of creating more friction, as opposed to eliminating it. It’s completely unnecessary, given that disruption and innovation can happen with the tools we already have at our disposal – like microservices, cloud services and digital partnerships. 

Instead of assuming the role of inventors to combat friction, we should rather focus on becoming exceptional integrators. In his address at Singularity University Johannesburg, Larry Keely explained that out of the fourteen components that make up Uber’s tech stack, not a single one is proprietary. And at Airbnb, only seven of the fifty-seven components in their tech stack are proprietary. This means that today, if one has sufficient integration, and front end development capabilities you could essentially build something that does what these two organisations do, by simply licensing and integrating tools that are already available. Now, imagine what could be built on top of your existing business. 

A world without friction

With these three laws in mind, you should now be better equipped to identify any friction your organisation may be experiencing, and generating, both internally and externally. All that’s left to do now is figure out how to tackle every instance. 

To set you on the right path, over and above the questions we posed right at the start, you should also look at answering the following: 

•Where are the obvious friction points in my customer journey?

•What fear or threat were we addressing when we created this friction?

•Does this threat still exist? 

•How probable and how material is it?

•What value could I create for my customers and for my business by removing this friction? 

•How can I use existing tools to reduce the friction?

Figure those out and you’ll be well on your way to making your business a frictionless one. 

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Projection tech transforms retail

By TIMOTHY WILSON, visual imaging business account manager at Epson South Africa

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Display designs, such as those found in retail stores, are no longer confined to static visuals on pull-up banners, 2D print and posters. The increasingly popular use of projection technology has ushered in new and exciting ways to create immersive displays using rich media and high-quality visual content to go beyond the four walls of traditional marketing.

In the past, projectors were lamp-based and prone to failure when used in a harsh environment, such as a retail store. Today, newly introduced laser projection technology has unlocked a range of capabilities.

Transforming the way brands engage with audiences

Creative techniques such as projection mapping, which can be described as the projection of video, animation and other colourful displays onto 3D surfaces, have completely transformed the way brands engage with audiences and can live in retail spaces, concert halls and even sports stadiums.

Projection mapping offers venues wide-spread creativity in using lighting in small or large environments, as was the case with Epson’s showstopping kinetic portal, which implemented projection mapping on a 360 degree vortex at the largest AV and systems integration show in the world – Integrated Systems Europe 2019. Driven by a new, affordable generation of projectors, mapping not only covers flat walls and traditional projections screens but also irregular shapes, objects, and even entire building façades.

When projecting on a larger scale, such as at events and music concerts, the process of visually combining several projectors to display one single seamless image might sound simple enough in principle but can prove to be a challenging task in reality. To overcome this challenge, experiential marketers are adopting the use of image edge blending, which refers to the process of stacking multiple projectors to create a single overlapped projection that appears continuous and clear.

It’s due to these advancements that displays in retail and events no longer pivot just on aesthetic appeal but can now deliver immersive consumer experiences that drive engagement and increase foot traffic. This is starting to drastically change the way that retailers, events and even restaurants host, engage, entertain and communicate with their audiences.

Projection is driving growth in experiential marketing

Consumer interest in the transition towards projection has seen this technology take centre stage at leading retailers such as Mall of Africa, events by brands such as ABSA and restaurants like Saint, transforming their environments into immersive spaces through projection that displays captivating imagery and video.

Saint restaurant in Sandton has pushed the boundaries of branding and displays, transforming all surfaces into a visual delight. Patrons entering the restaurant are greeted by a visual experience within a dome, featuring a series of moving, constantly changing artworks – such as a starry night sky or a replica of the Sistine Chapel – projected onto walls and the ceiling.

In fact, EventTrack research, which showcases the current state of marketing around the globe, highlights the continuous growth of event and experiential marketing. It notes that high-quality projection technology, more specifically its ability to emit stunning visual experiences, has grown in popularity to become the go-to tool for event organisers and retailers looking to captivate and engage with consumers.

The future of projection technology

Projection technology has proven to be an outstanding, much more cost-effective and reliable form of marketing collateral – setting an entirely new standard for high-resolution projection.

Sandton City recently embraced this market-leading technology with the installation of a virtual aquarium in its Centre Court. This installation centred on creating a 3D mapping concept that enabled shoppers to select an undersea creature from a touchpad to swim across digitised hoarding.

With capabilities to meet the demands of large-scale projection and the ability to effectively transform the way brands remain visible at shopping malls, restaurants and retail spaces – the unprecedented imaging power of projection technology has set a considerably high bar when it comes to retail and event displays. 

Epson, which is not only pioneering imaging technology and innovative projection solutions, is also the market leader when it comes to high lumen laser projection, having recently announced its 30,000 lumens laser projector (EB-L30000U) which will officially launch in 2020. This high-end installation laser projector, complete with 4K enhancement, is aimed at rental and staging companies, hospitality markets and visitor attractions, which is yet another progressive step towards transforming the way marketers engage with their consumers in the 21st century. 

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GoFundMe hits R9bn in donations for people and causes

The world’s largest social fundraising platform has announced that Its community has made more than 120-million donations

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GoFundMe this week released its annual Year in Giving report, revealing that its community has donated more than 120-million times, raising over $9-billion for people, causes, and organisations since the company’s founding in 2010.

In a letter to the GoFundMe community, CEO Rob Solomon emphasised how GoFundMe witnesses not only the good in people worldwide, but their generosity and their action every day.

“As we enter a new decade, GoFundMe is committed to spreading compassion and empathy through our platform,” said Solomon in the letter. “Together, we can bring more good into the world and unlock the power of global giving.”

The GoFundMe giving community continues to grow with both repeat donors and new donors. In fact, nearly 60% of donors were new this year. After someone makes a donation, they continue to engage with the community and give to multiple causes. In fact, one passionate individual donated 293 times to 234 different fundraisers in this past year alone. Donations are made every second, ranging from $5 to $50,000. This year, more than 40% of donations were under $50.

GoFundMe continues to be a mirror of current events across the globe. This year, young changemakers started the Fridays for Futuremovement to fight climate change, which led to a 60% increase in fundraiser descriptions mentioning ‘climate change’. Additionally, the community rallied together to support one another during natural disasters like Hurricane Dorian and the California wildfires, where thousands of fundraisers were started to help those in need.

The report includes a snapshot of giving trends from the year based on global GoFundMe data. It also includes company milestones from 2019, such as launching the company’s non-profit and advocacy arm, GoFundMe.org, and introducing GoFundMe Charity, which provides enterprise software with no subscription fees or contracts to charities of every size.

Highlights from GoFundMe’s 2019 Year in Giving report include:

  • Global giving trends and data
  • Top 10 most generous countries
  • Top 10 most generous U.S. states and cities
  • Biggest moments in 2019

To view the entire report, visit: www.gofundme.com/2019

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