(English) Customer experience still matters
对不起，此内容只适用于English。
评论
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John GibbardThere’s something to be said for expectation management here too. Setting aside pure functionality issues for the moment, if RyanAir’s site looked and felt as slick as something like Emirates or British Airways then there would be a disconnect between the onsite and real-world brand experience. There’s something to be said for the obsessional devotion to cost-cutting, a “Ling’s Cars” approach that projects to the user “we haven’t spent money on expensive web designers and usability consultants so that we can save you money on our fares”. Whether this strategy for fare-cutting at any (experience) cost is a sustainable business model remains to be seen but nothing in their continued growth would suggest that it’s harming them right now…
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Darren CornishI agree with John. Don’t underestimate the way that Ryan Air align their experience proposition with their business strategy.
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Charlotte WilberforceThank you for your comments and agreed. Perhaps it doesn’t stop consumers consuming but it does increase the amount of complaints against them. Panorama also noticed that once the confusion on the website was pointed out about insurance, Ryanair amended it to a user friendly check box instead of the hidden drop down menu. Therefore user experience must have been considered.
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Xavier KlingenfusAligning their experience proposition with their business strategy will only work as long as they have the monopoly on cheap flights across Europe. Because “it is so cheap (pricewise)”, we -users- agree to sacrifice the online experience.
However, sacrificing the online experience should be OUR standpoint to buy their services, not Theirs. The design of their site shouldn’t be driven on us compromising the experience for cheap fares.
It would also be interesting to know to which extent their cheap website deliberately attempts to match their “cheap” proposition.
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John GibbardI wonder how much the decision to simplify the insurance drop-down to a check box was one born of the altruistic desire for usability or the egocentric desire to avoid legal action for assumptive selling.
I would say there is really scope for Ryanair to deploy some user-centric thinking through their transactional experiences if only to grease the funnel and ensure that the greatest number of their undoubtedly large potential customer base convert.
