I’m going to hazard a guess – you, the reader, have once felt some kind of strong emotional response while:

  • Watching a movie
  • Listening to a piece of music
  • Gazing at a work of art

…but probably never while online, confirming the purchase for your favourite detergent?

Let's take a step back for a moment...


Whether you love or hate their products, there's no denying their success.

Their ginormous resurgence over the last couple of decades hasn’t come from creating the best hardware but by how it makes a user feel.

Case in point – A common question hurled at Apple customers might be:

"Why would you pay $3,000 for something that would only cost $1,000 for the PC powered equivalent; you absolute buffoon!?"

It’s a fair question (minus the buffoon) and the answer was found by Steve Jobs and his team back in 2001, with the release of the original iPod.

They posed a radical question – What if Apple’s ultimate goal wasn’t (like their competitors) to increase profits. Instead, what if their primary goal was to give consumers pleasure from buying and using Apple products? Then the profits would take care of themselves.

It’s a discovery that has shaped many products since.

By replacing archaic clicking actions with more natural gestures, giving the user a feeling of goal completion through touch, or simply adding visual flourishes or animation when moving between processes.

If you can create something that feels natural and gives emotionally positive feedback when used, we as human beings will feel connected with it. If done right it will trigger chemical reactions within the brain, known as pleasure.

Which brings us nicely back to your CRM.

If you are using a CRM to manage your day-to-day business, you’re likely interacting with it more than you interact with your own family. As such, shouldn’t it be as pleasurable as possible to use?

We’re humbled to hear the positive feedback we get from our customers about how nice our system is to use but we know there is always work to be done.

Just like Steve, at UtilityClick we take user experience very seriously and continuously improving the UX is very much part of our roadmap. Over the next few months, we’ll be making even more improvements to ensure that our customers days are that little bit more pleasurable.

Get in touch below if you’d like to be the worm in our apple.

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