Do you think usability is a concern only for Web designers and software developers? Think again.

Anytime a customer or prospect interacts with your business, usability matters. That’s just as true whether they’re navigating your Web site ... or filling out a form ... or dialing their way through your automated phone system.

In an article in Darwin magazine, David McQuillen of Credit Suisse relates how he almost signed up for a new credit card – until he was intimidated by the multi-page application. Usability – or the lack of it – cost the credit card company his business.

As McQuillen notes, people generally don’t like to expend energy. They’d rather do something easy than difficult. So companies need to pay attention to usability in all of their customer touch points. Among McQuillen’s suggestions:

• Put yourself in the customer’s place by trying to open an account or purchase a product from your company.
• Watch customers interact with your product or your store.
• Try out one of your competitors and see if working with them is easier than working with your own company.

Read the full article to get more of McQuillen’s insight from his work in making customers’ lives easier.