As readers of this blog know, I have a keen interest in serious games. Among other virtues, they provide a way to deal with tough circumstances by changing the way team members interact. In an upcoming research document on the subject, I relate the story of a development team that had to rewrite a creaky old application from scratch. Which features did the team need to re-implement right away? By running a serious game with the stakeholders, the team pinpointed which features were essential and why.
[With apologies to all those of you who had already read this, I'm re-publishing this as the Forrester gremlins ate my previous post.]
For the past few years, many eBusiness and channel strategy executives in financial services have had a nagging sense that today's websites would be rendered obsolete as new technologies emerged or younger consumers developed radically different behaviour patterns. We think that time if fast coming upon us.
For the past six months we've been working on our vision of the Next Generation of Digital Financial Services, led by my colleague Alexander Hesse and inspired by the work of leading eBusiness teams worldwide. Although our vision is not an exact description of how all digital financial services will evolve, given the wide variety of markets that eBusiness executives operate in and the different strategies of their firms, we think the next generation of digital financial services will be characterized by five things:
Simplicity. Making it easy for customers to achieve their goals.
Ubiquity. Interacting with customers wherever they want.
Personalization. Making the entire experience relevant to individual needs.
Empowerment. Enabling customers to take action by themselves.
Reassurance. Providing human help whenever it adds value.
He's absolutely right. Adoption is often unrelated to the potential value of technology or the intensity of a person's need for it. An entire branch of social science started because farmers wouldn't always adopt better-producing seeds and people living in areas at high risk of an epidemic wouldn't take the medicine needed to prevent infection. Many doctors don't like electronic medical records because they're used to pen and paper. This sort of resistance can arise from a variety of sources, many of which are not strictly "political" in the way we commonly use that word.
While that might be an easy principle to accept, here's a corollary that's much harder one to swallow: Nobody is immune. If you think you're somehow smarter about technology decisions than a farmer, think again.