Customers don’t just buy a product — they switch from something else. And customers don’t just leave a product — they switch to something else.

The first workshop sold out in just 5 days, so if you‘d like to attend, register now.
It’s in these switching moments that the deepest customer insights can be found. On the 2nd of November, a select group of 24 people will attend a unique, hands-on, full-day workshop to learn about “The Switch”.

Most businesses don’t know the real reasons why people switch to — or from — their products. We’ll teach you how to find out.

The workshop will be at the 37signals office in Chicago. The cost to attend is $1000. The workshop will be led by 37signals and The Rewired Group.

You’ll participate in live customer interviews.

You’ll learn new techniques for unearthing the deep insights that most companies never bother to dig up.

You’ll understand why people switch from one product to another and how you can increase the odds that the switch goes your way.

And you’ll be able to put everything you learned to immediate use.

There’s only one simple requirement: You’ll be asked to bring something with you. It won’t be a big deal. Details will be provided one week before the workshop.

Spots are limited. Only 24 people will be able to attend and participate. Want to be one of the 24? Register now. We will see you on November 2.

I haven’t met someone who doesn’t like Uber. Drivers included. Every time I take a ride with Uber I chat up the driver to see how they like it. They love it. They rave about it. They feel liberated. They feel in control. They feel modernized. And they love getting paid faster (and more – Uber takes a smaller cut than a traditional limo/car company).

But what I really love about Uber is how they’ve smartly focused the full experience on the ride, not the ride plus a transaction.

This is a fundamental shift – and a stellar example of designing the whole customer experience.

Cabs and traditional limo rides have always ended with a transaction. They pick you up, but before they drop you off you have to transact. You give them money, or give them a card, you wait, they give you change or charge your card, you have to think about tip, and then you get out. It’s like a retail store, except that I’m not going in to buy something, I just want a ride. That whole process hasn’t been rethought for decades.

Since you store a credit card on file with Uber, and since the Uber rate includes the tip, you just get in the car and get out of the car. The transaction happens, but it doesn’t happen in front of you. It’s not a condition, it’s not a step, it just happens behind the scenes, automatically, so you don’t have to bother. You call for a ride, you get a ride. That’s Uber.

Yes, there’s a downside – you don’t know how much the ride is when you pay for it. But no matter what it is, you’d be paying anyway (you can’t choose not to pay after you get to your destination). This is just about where the transaction happens – in your way or out of your way. Uber bet it’s best out of your way. I think that was the right bet. It was a risk, but they took it and they made the experience better.