According to a recent survey* of 15,000 consumers across nine countries.
Consumers want simple, seamless customer experiences.
You should not overlook this finding if you are tasked with driving customer loyalty and better business performance.
In fact, when designing consumer products and customer journeys it pays to think KISS.
And yet, organizations continue to build complexity - for example, by:
1. Increasing product portfolios and product features
2. Varying prices to capture increased margin
3. Offering multiple different but disconnected customer contact methods
So, it's now time to:
Reverse this over-complication
Adopt a "LESS IS MORE" mindset
Because as Steve Jobs famously said:
"Simple can be harder than complex: you have to work hard to get your thinking clean to make it simple.
But it's worth it in the end because once you get there, you can move mountains"
*More information on what consumers want and how to give it to them can be found in Richard Gruner's May 2021 HBR article 4 Strategies to Simplify the Customer Journey.
https://hbr.org/2021/05/4-strategies-to-simplify-the-customer-journey/
For help to simplify your customer journeys, please contact Chris Dunn Consulting