Why nobody reads product manuals, and why that’s not the customer’s fault
A blinking light, a replacement filter and a broken connector show what it takes to get help with the coffee machine you already own.
Bora Sıpal
Thinking
Notes on product clarity, trust, AI and the systems around the things people use.
Customer loyalty is built in very boring moments
What finding the right spare part, registering a warranty, and getting a useful answer from support have to do with what we buy next.
.png&w=3840&q=75)
The strange place brands stop caring
Why premium brands invest heavily in the buying experience, then leave ownership to PDFs, forms and fragmented support.
CAC is not decided when the customer buys
Why acquisition economics are only understood after returns, support, retention and lifecycle value become visible.
Repeat purchase is not an email marketing problem
Why repeat purchase depends more on the product, service and ownership experience than on another retention campaign.