“Nature operates in the shortest way possible.”
Why is this important? In a world where customers have many options to choose from, ‘simple’ wins the day.
Mapping the Customer Journey has been around a long time. The use of these mapping exercises has evolved some.
In the company, simple might mean carrying fewer product lines [think Apple]. Simple might mean the way you market and sell. The pricing structure. Avoiding complicated tiers of pricing and rebates.
Other questions to ask yourself: How can we optimize technology and store layout? How can we reduce friction in the purchasing experience?
The other part of this, equally important, is making sure you can communicate it well. Do the employees know simplicity? Do they know it as a guiding principle? Do they see simplicity in other parts of the organization? You cannot authentically change the Customer Experience/Journey without changing your organization.
2. Empower Employees to Own Customer Experience. The journey of the customer, not the company should be at the center of every decision made about/for them. Get feedback and insight from the front line. Next to speaking with your customers, they are your best source of intel? They are also the point of executing any new strategy. Keep them involved.
3. Stick with it! This is NOT a short-term strategy. Quick Fix. This is a commitment to identify what simply is, reflect it in the organization so that you can deliver it to the customer. This takes time. Companies give up too soon.
4. Remember, Simple is not always the answer. Don’t make it simple for the sake of making it simple. I am making this up…if your company sells highly sensitive technology or if there is a tremendous risk and cost to the sales process; simple might take away from the journey. Simple might not convey the right message and more importantly, confidence, you need.
Customers generally prefer simple over perfect. When you have a simple experience, they will likely return and refer. A simple customer experience is one that has: Accountability & responsibility.
Clear lines of communication. Clarity on roles and responsibilities. It is honest, transparent & authentic. It is perceived as being in the customers’ best interest (not the company). The experience can be modified, adapted, and personalized to the individual or group that it serves. It reduces friction by removing unnecessary steps, actions, or information needed to get things done.
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