According to the Global Brand Simplicity Index Report 2017, 64% of customers opt for a “simple” customer experience. It should seem obvious that people today prefer those companies or products that can help them with their decision making process. Also, with the IoT, more and more aspects of a business may appear simple, yet may really be nuanced, and subtly complex.
In order to keep up with the pace of constant technological innovations, many companies tend to follow complicated paths. This, in turn may not prove useful, mostly for two reasons. First, today’s customers already face the ‘paradox of choice’––consumers are more and more overwhelmed with choices daily. Second, they don’t welcome intruding or pushy messages, contrary to what advertisers seem to think; plain buying––not plain selling––is becoming the norm this century.
Embracing simplicity actually pays in the long run
When your message is coming through clearly––when your message itself is clear––you’ve already won half the battle. Then comes understanding the needs of the customer.
Speaking in the language that customers speak in, is what, really and truly, drives sales. Bragging about your brand and touting your own superiority is, plainly put, passé. And this fact is not going to change; because your business will always need a human approach, even in light of so much technological innovation and research-laden ad copy––numbers and statistics all the time aren’t viable on their own. Your business should embrace simplicity because effectuating a strong enough impact with a clear message can, and should, solidify your consumer base. Let’s look at an easy example.
Company A focuses on its products and offers extensively. Company B helps its customers know how their product will fit into their everyday lives by speaking in the language the customer uses––things like how much space it might take up, how to use it more effectively, and why choosing it won’t be a burden but an asset, all qualify. Clearly, Company B gets a higher score, and will win customer satisfaction without as much effort as Customer A’s product-purveyors, because B is customer-focused; it is customer-comprehensible. (A perfect example of simplicity with real suave, is the search engine giant Google––it’s simple white homepage made waves for its basic qualities, but its success is essentially unparalleled today).
Trust-building through simplicity: finely tuning a consumer-based approach
Speaking the customer’s language is not the only mandatory practice these days. Earning their trust and trustworthiness is another Holy Grail of competitive viability and long-term success. You need to seek it, and think about it, accordingly.
To stand out and become an apt consumer choice is a task that demands responsibility. When you are consistent and clear in your communication endeavors you gain serious ground in this area. (Plus, your creativity gets a real boost when you know what clicks with the customers). You don’t have to be simplistic, but do be simple enough to not only grab eyes and turn heads, but to lay an initial foundation for building a good, trust-cultivating rapport. I.e., by making things simple for your consumers, instead of posing as a complex puzzle, you can help your prospective clients with their decision making and secure your place in their minds as a reliable, trustworthy resource.
Simplicity as an end in itself: promoting customer retention
To entice a customer’s loyalty, you should focus on something comprehensive, but really straightforward––and, well, simple: a better customer experience.
When you give enough scope for your customers to understand what you’re communicating to them––not too much or too little––your credibility level soars. This keeps your customers coming back to you for the essentially obvious reason that they know what they’re getting. The “Trustworthy” will always be the familiar; it will recur again and again, especially in a dynamic (and at times confusing) world of endless marketing. They will, in turn, recommend you to more people and your visibility will receive even more of a facelift. Simplicity is so effective for building trust and rapport in this way that it will sustain retention through the only thing brands can’t really manufacture on their own: authentic customer loyalty. Simplicity is so effective that it should be treated as an end in itself, not merely a means.
Co-journeying with your customers from the pre- to post-purchase of your product/services is a consequential, positive factor. Removing the straining points of your website (and your customer support, product explanation, etc.), and polishing the skill of simplicity-in-practice, really can shift the wind in your sails, in the right direction, in no time. So choose simplicity with your business!
Written by Harsimran Kaur