Are you about to (en) shit yourself?

Author

Tim Axon

Published

10 July 2024

If you’ve escaped the American Dialect Society’s word of the year: enshittification, it’s an emerging phenomenon coined by Cory Doctorow, a prolific science fiction author, blogger, and technology activist.

It describes the gradual degradation of a platform’s user experience and value proposition as it prioritises monetisation strategies over the needs and preferences of its users.

At its core, enshittification is a critique of how digital platforms evolve over time. Initially, a platform might offer an exceptional service or user experience, attracting a large user base due to its utility and the quality of interactions it facilitates.

However, as the platform seeks to monetise its user base, it often introduces changes—such as increased advertising, data harvesting for targeted marketing, and algorithmic manipulation—that degrade the user experience and exploit the user base for profit. This process not only alienates users but also undermines the initial value proposition of the platform.

If that’s not bad enough, if Doctorow is to be believed, the real problem is that it’s contagious, and we’re seeing cross-species infection from platforms to brands. We believe the way to stop the rot is through personalisation and optimisation.

Avoiding the Enshittification Trap

For brands, the threat of enshittification presents a unique challenge. In an era where consumer trust is fragile and brand loyalty is hard-won, falling into the trap of prioritising short-term gains over sustainable engagement can be catastrophic –particularly in the current economic climate. Brands that fail to recognise the importance of genuine customer engagement may find themselves on a slippery slope, losing the very essence that made them appealing to their customers in the first place.

The Power of Personalisation

Personalisation is more than just a buzzword; it’s a strategic imperative. In the context of avoiding enshittification, it means understanding and acting on the unique preferences, behaviours, and needs of your customers. It’s about creating a customer experience that feels tailor-made, making each interaction with your brand feel relevant, valuable, and personal.

Data-Driven Insights:

Utilise customer data responsibly to gain insights into preferences and behaviours in order to create personalised experiences that resonate with your audience.

Customised Communication:

Tailor your communication strategies to address the specific needs and interests of your customers such as customised recommendations, or in-app promotional offers.

The Role of Optimisation

Optimisation goes hand-in-hand with personalisation. It’s about continuously refining and improving every touchpoint in the customer journey to enhance the overall experience. Optimisation ensures that personalisation strategies are effective and that they deliver on the promise of a seamless and engaging customer experience.

Customer focused design and constant experimentation:

Continuously experiment with and refine the design of your digital platforms to ensure they are intuitive, user-friendly, and accessible. Experimentation can involve A/B testing different layouts, navigation structures, or call-to-action placements to identify what works best for your audience and enhances your personalization efforts.

Performance Monitoring and Adaptive Experimentation:

Regularly review, analyse, and experiment with different aspects of your digital platforms and marketing campaigns. Use data-driven insights to conduct controlled experiments, such as testing different content types, marketing messages, or promotional strategies, to optimize your approaches dynamically. This adaptive experimentation ensures that you’re always evolving and improving in line with customer preferences and behaviours.

In the fight against enshittification, brands must focus on building sustainable engagement. This means going beyond transactional interactions and fostering a deeper, more meaningful connection with customers. By focusing on these strategies, it will be possible to avoid the pitfalls of short-termism and the need for brand-sized Pampers!

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