Considering a purchase, researching our options, choosing a brand, listening to other users feedback and making the eventual purchase is what marketers call the customer journey.
But all we’re really interested in is the destination.
Making the path to eventual purchase as simple and efficient as possible. Eliminating any unnecessary steps or friction points along the way. Getting to the destination with dizzying pace and without hesitation or distraction.
One Amazon click and practically anything can be delivered next day. We can ask Alexa to order our shopping or simply push a button for pizza.
We expect things faster and faster and without compromise or trade off. We have to get to our destination… and fast. It’s the tyranny of now.
Now I’m not suggesting we should halt the path of progress or disregard annoyances or blockages in processes. But maybe we should stop for a minute and consider the journey, because serendipity often lives in the journey.
Taking a wrong turn. Bumping into an old friend. Discovering something new or mind blowing.
Maybe getting everything now isn’t the answer. Maybe making the journey more enjoyable, or productive, or interesting is.
HS2 is costing £56 billion to get us from London to Manchester 50 minutes quicker, that’s a whopping £80 million per km.
Maybe if the current trains ran on time, were comfortable with free Wi-Fi and decent coffee that 50 minutes wouldn’t be so much of an issue. And quite frankly, it wouldn’t cost anywhere near as much.
One of the great recent innovations on the London Underground are the LED displays telling us how many minutes the next train will be. Waiting six minutes is not the issue, not knowing how long you may be waiting is.
We all know what life’s eventual destination is, so maybe it’s worth thinking about the journey a little more.