“Don’t care how; I want it now,” screams/sings Veruca Salt in the original Willy Wonka and the Chocolate Factory as she demands a golden goose. This quintessential image of a spoiled child has produced countless memes, a fantastic outlet for stressed out parents of millennials, and inspiration for bratty children
But it also depicts a familiar sentiment. I don’t care what app I use; I want 5-star Indian food for one delivered to my door in the next hour for under $40. I want the perfect pair of Levis in my mailbox before that big 90’s theme party on Saturday. I want to deposit my last paycheck without having to walk three miles to the nearest ATM. I don’t care how, I want it now.
There are myriad apps that have leapt to fill this desire: Postmates, Grubhub, Uber, Lyft, and even the somewhat puzzling Gobutler, which ostensibly acts as a mobile servant. But it’s not just apps that explicitly serve who are catering to this spoiled child sentiment that 21st century users share. It’s every successful app out there.
Users don’t care which app fulfills their desire, they simply want it done quickly and easily. There are three factors that make up whether or not a user will choose your app:
These three factors must strike a perfect balance. If you have a good product and excellent customer service, customers will want to pay for your app. If, however, you have a good product, a high price, and lousy customer service, customers might download your app, but they’ll leave as soon as they hit a glitch and don’t get the help they need. If you have a cheap (or free) app with excellent product and service, then you’ve hit the customer’s app g spot.
This doesn’t mean, though, that you need to make everything you do free. It simply means that your level of service and quality of product should warrant whatever price tag you put on yourself. For instance, we wrote recently about The Ritz, and their excellent feedback loop with customers. Though hardly a cheap hotel, The Ritz continues to be successful because they offer a product and level of service that makes their prices completely worth it.
Like Veruca Salt, we are used to getting what we want. We have a million apps all purporting to do the same thing, and we don’t care which ends up doing it for us, as long as our needs get met. This means app developers must be constantly aware of standing out in terms of price, product, and service.