Develop simplified customer experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 17, 2021, 1:03 AM UTC

Though it can be tempting to offer endless number of options and features, offering smooth and simple customer journeys can help win consumers in reality.

Offering simple and smooth customer experiences (CX) helps improve stock performance and customer loyalty. Brands should identify and communicate what simplicity means to them. Then, identify the areas that need simplicity to improve overall business performance. Businesses could enable employees to act on simplifying customer journeys.

Companies can simplify customer journeys by taking simple steps like combining similar products into a single offering, providing a convenient digital payment option or rounding off prices. By reducing “customers’ mental load”, companies can enhance user experience and brand perception.   

However, brands must allow for innovation and exceptions as some customers might want to customise their personal settings and features. Embrace internal complexity to deliver the desired customer experience.

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