We Must Measure Customer Time

Customers value their time: why doesn’t your business? PHOTO:
Sabri Tuzcu on unsplash

The vast majority of organizations I have worked with over the years have no concept of customer time. It is simply not an issue from a management perspective.

I recently observed an online environment that was exceptionally slow for customers. Its pages took an average of 20 seconds to load. But that wasn’t the major time sink. Its information architecture was wholly unintuitive. Customers spent ages clicking around trying to find what they were looking for. Everybody failed the tasks we were measuring.

To make matters worse, we measured the exact same tasks for…

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