One trick to deal with picky users 一招搞定挑剔用户

To Mika:

Yesterday I got a photo from an US model who requested a diva-look retouch effect. I made 2 versions with different diva styles. And I was confused which one would be better for my customer.

When I was thinking about this question, I reminded myself of a common phenomenon: sometimes when customers are not satisfied, they can’t even tell which part is wrong. They just want improvement for no reason.

That’s it! Customers are not satisfied because we give them the right to be picky. Animals always want more. When it’s zero-cost but high-benefit to be picky, it’s really hard to abandon this decent right.

There’s one trick to deal with it: Make 2 versions and ask your customer to choose a better one.

For example: Jenny and Linda are both ugly and fat. When Tom is asked “Who is prettier?”, he has no choice but to choose the less ugly one (suppose Linda is less ugly). Then I can tell Linda :”Tom said you are pretty”. Tom can not deny that even he want to say “WTF????”

The same thing happens when a customer say “I think this one is better than that one”. Well, this trick switches user’s attention from unknown “Absolute Standard” to specific and clear “Relative Standard”, which make it easier to be satisfied.

昨天给一个美国的模特做了一张图,对方要求要有歌剧女主角的感觉。最后设计师做了两个版本,都很不错,一个是茶花女的悲伤凄凉的感觉,一个是歌剧魅影的华丽四射的感觉。两个版本我都喜欢,但系统只允许传一张。我不知道哪张才会让用户满意。如果因为用户喜欢茶花女,而我恰恰传了歌剧魅影,哪岂不是太冤了。

突然想到以前用户对我们的作品不满意的时候,往往他们自己也不知道哪里不满意,也无法提出具体的改进意见 。总之就是觉得不满意,还可以更好。

分析了一下,这也是一个心理现象。客户一般都不愿意放弃挑刺的权利,因为挑刺的成本为零,收益却大于零。人们买东西的时候总会故意说些毛病出来,期待卖家赠送些赠品作为补偿。如果不挑刺,潜意识里就会觉得放弃了谈判的筹码,损失了潜在的利益,那就亏了。人就是有这种弱点,不知道是否叫“贪婪欲”。

在这种前提下,有一招“比较法”可以有效的对付这种客户:出两个设计版本,强迫客户从中挑一个,比如在shute面前亮出两个丑女,A和B,问“A和B哪个更漂亮?”,shute知道B比A更丑,于是只能说A更漂亮。然后我可以名正言顺的对A说:“shute说你很漂亮哦”。shute即使听到了也只能忍气吞声。

比较法”这可以把用户的注意力从“主动挑刺” 转移到“被动比较”上去,本质上是把绝对标准变成了相对标准。绝对标准是高不可及的(用户自己都不知道怎样才是最好),但相对标准只是两个版本里较好的那个。

前几天和shute聊天的时候,改进后的用户策略本质就是这招,故意混淆绝对标准和相对标准,却让人短时间没有反应过来,跌入了这个陷阱。从而让火种有了骚扰用户的机会。