The way we interact with online content is changing. The number of smartphones shipped annually is larger than the number of tablets, notebooks and laptops combined.

That’s why it’s only natural that increasingly more companies want to mark their mobile presence and open up to the new generation of Internet users. And sometimes the switch to mobile can be very surprising.

Check out: The Unanticipated Consequences of a Frictionless Mobile Experience







  • anticipate – to think of (something that will or might happen in the future)
  • counterintuitive – different from what you would expect :not agreeing with what seems right or natural
  • consternation – a strong feeling of surprise or sudden disappointment that causes confusion
  • decline – to become lower in amount or less in number
  • friction – disagreement or tension between people or groups of people
  • ramification – something that is the result of an action, decision, etc. — usually plural


Think about it


Are the statements below true or false?

  • Switching to mobile is always a smooth and predictable process.
  • The hotel expected the results of the surveys to change slightly after introducing the mobile feedback solution.
  • The results of mobile surveys turned out to be truly baffling.
  • Mobile surveys are completed by more customers.
  • Thanks to more feedback received, the hotel is able to keep more customers for good.


Practice makes perfect


Fill in the blank spaces with the missing word.

After spending ______ lot of time with the data, we found only one thing these customers had ________ common: they were less engaged. We’d made it easier for people who weren’t as interested ________ or loyal ________ the brand to be heard. Previously, they ________ see an email requesting feedback, they’d click the link… and their mobile device would show a desktop survey. It didn’t fit on their screen particularly well, or it took ________ long to load. They had had a neither particularly good ________ bad experience, and the effort required to provide feedback was just more ________ they cared to give. It was only the folks who felt strongly about their experience — ________ positively or negatively — who would complete the process. Now that it was easier to provide that feedback, we began pulling in less engaged customers, and their “average” experiences resulted ________ lower scores.


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