While it can be challenging to provide endless products, customizations and information to your customers, research simplicity is always a great option to increase the company’s value and customer loyalty. But what is needed to build a smooth and simple customer experience from top to bottom? In this piece, the author offers four strategies to ensure simplicity in every aspect of the customer journey: Identify and promote what simplicity is for your organization, look beyond product development to find ways to simplify the customer journey, achieve internal complexity to external simplicity, and simplicity is often necessary Remember that time is not the answer.

The modern consumer faces hundreds – if not thousands – of choices every day. What to read. Where to buy. What to buy. And each of these decisions can be devastating.

And still, traders will continue to be champions More. More choices. More products. More explosions for your bank. Additional features, information and offers.

It is not a bad idea to invest in new technologies, products and services that add value to the consumer. But our research shows that simplification is often the best strategy on the board. We have conducted a comprehensive, systematic literature review of hundreds of studies on customer preferences, and a large number of studies have reported simplicity as a primary focus for consumers. For example, a study conducted by Sigal + Galle, a consultant with more than 15,000 consumers in nine countries, found that brands offer the simplest and most seamless experiences with the strongest stock performance and the most loyal customers.

Of course, simplicity is easier said than done. But with our regular research, extensive consulting work, and countless discussions with customers and vendors, we have identified four interrelated steps that will help any organization provide the smooth, simple experience that today’s customers require.

1. Identify and inform what simplicity means to you.

First, building a simple customer experience begins with identifying what is “easy” for your organization. Our study suggests that simplicity has many facets. It requires rethinking product growth and sales and marketing efforts with minimal thought, reducing complexity in product portfolios, discounts, advertising campaigns, and more. Each organization must decide which areas to benefit most from the simplification based on its unique circumstances and circumstances.

Next, once you have identified those priorities, it is important that leadership clearly identifies them. This means adding a language that emphasizes the importance of simplicity to your organization’s value proposition, a list of corporate values ​​or principles and making sure that people on that ground interact with those words and take action. The sound quality in the receptionist does not matter if people do not pay attention. Netflix, for example, emphasizes the need to take the time to minimize the complexity of their employees’ cultural notes as much as possible – but the company’s leaders also live up to those values, policies designed to reward employee behavior that is in line with Netflix’s focus.

Similarly, Apple is also known for its simplification principles, which inform the company of decisions such as intentionally limiting the number of products and models it offers. Simplicity is the key to identifying and communicating areas that are most important to your business so that employees can take those priorities.

2. Don’t just build a simple product. Build an easy customer journey.

It is important to focus on the product, but it is equally important that you do not lose the entire customer experience. That means designing your sales and marketing efforts to make finding, purchasing, and using your product as easy as possible. Start by asking yourself the following questions to make sure you prioritize simplicity in your customer journey.

  • How can we make it easier for our customers to understand and evaluate our offerings? Can we offer smaller products, features, or capabilities without compromising the effectiveness of our solution?
  • How can we create targeted marketing campaigns that speak to their customers in their language, when and where it is most useful to them?
  • How can we make our pricing more transparent and consistent? Different prices based on loyalty, timing, location, channel or demographics can increase profits, but also increase the complexity for the customer.
  • How can we optimize in-store layout and point-of-sale technologies (such as automated recommendations, mobile payments, etc.) to create a seamless shopping experience?

These are just a few examples, but there are countless opportunities to simplify the client’s journey. Whether you are integrating the same products into one offering, investing in a convenient digital payment method, or setting up circular prices, anything you can do to reduce your customers’ mental load will improve their experience and perception of your brand. .

3. To achieve external simplicity, accept internal complexity.

Putting simplicity in the customer experience does not mean that you can completely eliminate complexity from the inside out. Conversely, the process of converting your product to a much simpler form can often be incredibly complicated. For example, maintaining Google’s simple, scalable search engine requires a very complex and complex process of continuous design and simplification. Simplifying their core product means making difficult choices, such as underestimating well-meaning engineers and resisting customer expectations.

After all, know what your customers are Really What you want (rather than what you want) is often very complicated. Start working hard to determine the work your client needs to build the most useful and targeted product. Don’t expect customers to use the product exactly the way you want it to. Instead, identify their pain points and design your products and features to meet those needs as smoothly and simply as possible.

Building a simple customer experience is like applauding dance performance. With adequate preparation, the dancer makes the performance easier – but that takes a lot of effort behind the scenes.

4. Remember that simplicity is not always the answer.

Most of the studies we have reviewed show that it is a way to make things easier for customers. But in some cases simplicity can be reversed. For example, if you are talking to a new and inexperienced customer, it may be effective to take a high-level, simple approach to your marketing relationships. But if you are working with a more experienced client, such an approach can be demeaning or helpful. The same is true for products – in some cases customers choose a simpler product that does something well, while in others they may want to customize their own settings and features.

Even some of Apple’s strategic decisions seem to run counter to the company’s simplicity. While they focus on reducing the number of products they offer, for example, in some cases new product categories have shown that they are willing to live with older people. In particular, while Apple has discontinued most iPod models to focus on newer and more powerful devices such as the iPhone and iPad, the company has decided to continue selling the iPod Touch alongside its most popular brands as it meets customer needs. That their new products do not. Similarly, Netflix combines a very simple pricing structure and user interface with complexity in a variety of product offerings. Simplicity should be the default, it is important to consider areas where a little complexity can actually improve the customer’s journey.


Building a simple customer experience is a very complex endeavor. It can be challenging to provide endless options and features to provide your customers with exactly what you need. But nineteen times your customers choose the easiest option – not “perfect”. Once you’ve identified the priorities of simplification in your organization and considered the entire customer journey, embraced the intricacies and left out the unique spaces, you’re on track to create the smooth, easy experiences your customers really want.