A video interview of Jay Daughtry at the ASAE 2013 Technology Conference & Expo first introduced to me the idea of “the Amazoning of expectations”.
In a post for the Maryland Association of Certified Public Accountants Bill Sheridan explains the concept:
Sites like Amazon have raised the bar for our expectations of how technology should work. Employees and clients expect our organizations to deliver an online experience that’s as easy, intuitive and functional as Amazon’s. The key to delivering that type of experience will be our ability to think like our customers.
What are the implications for associations?
- Amazon, Apple and Zappos, just to name a few have set the web user experience bar high. People are starting to expect that a seamless online experience is ubiquitous.
- For associations, particularly smaller associations or those organizations with tight budgets, delivering even a good user experience is sometimes challenging.
What are the opportunities for associations?
- Organizations that know what their members needs are can design an intuitive site for their users. They know the words to use, they know what benefits are most important and they know the stories that will captivate their audience. Knowing these things they can cost effectively direct design, navigation and the whole user experience.
- Technology companies are rapidly filling the gap. WordPress, new entrants like Barley and the app developer community are creating a platform where even folks with very few tech skills can launch an attractive and functional website. If amateures can do this, developers can use and modify these tools far faster and more efficiently resulting in more time for design planning and affordability for small budgets.
The Amazoning of expectations is coming now. How can you modify your website to better meet your member’s expectations?