Last week was World Usability Day and I've been keeping an eye on personal (cross-channel) user and customer experiences since then.
Lowlights (with grades):
- New Visa card with PIN arrives in mail. 45 min. on the phone to get the thing activated THEN I still have to go to the branch to change the PIN. (D).
- iPhone purchase (B+) at an actual retail store, activation [I had to make 3 calls on how to switch out my PIN card and activate with iTunes] (C-). Now that I have it working, customer delight (A).
- Mikael was trying to cook some pasta the other night and there was no cooking time on the package (F).
Of course, depending on switching costs, a customer may persist with your Brand, but that doesn't mean they're happy about it. The key difference now is that they have a voice to make their displeasure heard - and don't doubt that they'll use it.