{"id":15183,"date":"2015-10-01T09:32:26","date_gmt":"2015-10-01T13:32:26","guid":{"rendered":"https:\/\/beyondphilosophy.com\/?p=15183"},"modified":"2018-04-25T17:22:59","modified_gmt":"2018-04-25T21:22:59","slug":"customer-experience-keep-it-simple-stupid","status":"publish","type":"post","link":"https:\/\/beyondphilosophy.com\/customer-experience-keep-it-simple-stupid\/","title":{"rendered":"Customer Experience: Keep it Simple Stupid"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">If you had the choice of doing something the easy way or the hard way, and you didn\u2019t have to do anything morally, ethically, or legally wrong to do it the easy way, which would you choose? My guess is the majority of you would say take the easy way. I certainly would.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to brands and their related experience, it\u2019s critical that you KISS it. In other words, <\/span><b>K<\/b><span style=\"font-weight: 400;\">eep <\/span><b>I<\/b><span style=\"font-weight: 400;\">t <\/span><b>S<\/b><span style=\"font-weight: 400;\">imple <\/span><b>S<\/b><span style=\"font-weight: 400;\">tupid.<\/span><br \/>\n<!--more--><\/p>\n<p><span style=\"font-weight: 400;\">The truth is most Customers want things easy, too. According to Siegel and Gale, a branding firm specializing in simplicity, Customers like brands that have simplicity as a key value.<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/N6nvzlvTDDo\" width=\"100%\" height=\"560px\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">After talking to over 12,000 respondents in eight different countries, they discovered there are four main reasons that simplicity is important to your brand.<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>It\u2019s more expensive to be complex. \u00a0<\/b><span style=\"font-weight: 400;\">When an experience is complex, people gravitate toward the high-cost channels, i.e., the call center.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Customers value simplicity enough to pay more for it. <\/b><span style=\"font-weight: 400;\">Of those surveyed, 38% of them said they would pay more for a simpler experience.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Customers are more likely to recommend you to someone else when you keep it simple. <\/b><span style=\"font-weight: 400;\">The vast majority, 70% of respondents said they were more likely to recommend a brand with a simple experience.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Simple works for your bottom line.<\/b><span style=\"font-weight: 400;\"> Looking at data since 2009, the portfolio including the simplest brands outperformed the major indexes by 170%.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Their findings are clear: Simple is where it\u2019s at as it pertains to brands. And I would argue, simple is where it\u2019s at as it pertains to the experience you provide for your brand as well.<\/span><\/p>\n<p><b>Getting Your Brand Experience Back to Simple<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Ask yourself this question: What is the brand experience you want to deliver? Do you know? If you were to go and ask your colleagues would they?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We ask these questions a lot. The surprising bit is the vast majority of the people at the organizations we help <\/span><b>do not know the answer<\/b><span style=\"font-weight: 400;\">. Although, to be fair, there are times when they do know the answer\u2014it\u2019s just that everyone knows a <\/span><i><span style=\"font-weight: 400;\">different<\/span><\/i><span style=\"font-weight: 400;\"> answer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing ONE answer is key to building a brand with an excellent experience. We call this answer a<\/span><a href=\"https:\/\/beyondphilosophy.com\/services\/ces-customer-experience-statement\/\"> <span style=\"font-weight: 400;\">Customer Experience Statement<\/span><\/a><span style=\"font-weight: 400;\">, (CES) or a specific articulation of the experience your brand wants to deliver. Furthermore, as we know over 50% of the <a href=\"https:\/\/beyondphilosophy.com\/customer-experience\/\">Customer Experience<\/a> pertains to how a Customer feels, this statement should include specific emotions the Customer will feel during and after the experience with your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, we also want a strategy that drives value and provides a return to the bottom line. It is a business after all!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on the<\/span><a href=\"http:\/\/simplicityindex.com\/\" rel=\"nofollow noopener\" target=\"_blank\"> <span style=\"font-weight: 400;\">research undertaken by Siegel and Gale<\/span><\/a><span style=\"font-weight: 400;\">, simplicity to the experience drives much value to the bottom line. So when setting the strategy, simple should be a part of all brand conversations. The fact is, Customers are demanding\u2014getting more so all the time\u2014and they are demanding simple experiences. However, if you meet their simple demands, they reward you with word of mouth advertising, the gold standard for Brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So adding simple to your CES is paramount for brands today. Also paramount is the acceptance of simple as a value by the senior team because simple has implications (read: costs).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to design your brand to give people a simple experience. At the end of any experience with you, people should say their experience was easy. To evoke this response, you need to research it with an outside-in approach, design it with the goal in mind, implement it with a mind for change, and reward those who embrace it. Fail to do so, or fail to KISS it\u2014you might simply kiss some of your loyal people goodbye. \u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">If you enjoyed this post, you might be interested in the following blogs:<\/span><\/i><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0<\/span><a href=\"https:\/\/beyondphilosophy.com\/women-want-social-responsibility-from-their-brands\/\"><b><i>Women Want Social Responsibility from Their Brands<\/i><\/b><\/a><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0<\/span><a href=\"https:\/\/beyondphilosophy.com\/7-reasons-brand-and-cx-are-disconnected\/\"><b><i>7 Reasons Brand and CX Are Disconnected<\/i><\/b><\/a><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0<\/span><a href=\"https:\/\/beyondphilosophy.com\/emotional-engagement-brand-loyalty-procter-gamble-gets-itdo\/\"><b><i>Emotional Engagement and Brand Loyalty: Procter and Gamble Gets It\u2026Do You?<\/i><\/b><\/a><\/li>\n<\/ul>\n<p><a href=\"https:\/\/beyondphilosophy.com\/our-team\/colin-shaw\/?utm_source=linkedin&amp;utm_medium=pulse&amp;utm_campaign=n2n\"><i><span style=\"font-weight: 400;\">Colin Shaw<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> is the founder and CEO of<\/span><\/i><a href=\"http:\/\/bit.ly\/189lvWr\" rel=\"nofollow noopener\" target=\"_blank\"> <i><span style=\"font-weight: 400;\">Beyond Philosophy<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, one of the world&#8217;s first organizations devoted to customer experience. Colin is an international author of<\/span><\/i><a href=\"http:\/\/bit.ly\/IrQ8uB\" rel=\"nofollow noopener\" target=\"_blank\"> <i><span style=\"font-weight: 400;\">four bestselling books<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> and an engaging keynote speaker.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you had the choice of doing something the easy way or the hard way, and you didn\u2019t have to do anything morally, ethically, or legally wrong to do it the easy way, which would you choose? My guess is the majority of you would say take the easy way. I certainly would. When it [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":15184,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[83,346,90,91,101,222,6],"tags":[],"class_list":["post-15183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience-1","category-experience-design","category-experts-insights-2","category-experts-insights","category-management","category-net-promoter-score","category-thought-leadership"],"_links":{"self":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/15183","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/comments?post=15183"}],"version-history":[{"count":0,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/15183\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media\/15184"}],"wp:attachment":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media?parent=15183"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/categories?post=15183"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/tags?post=15183"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}