Options and accessibility undoubtedly make our lives far more straightforward in the long run. But in the short term, it is not uncommon to feel overwhelmed by all of the available options. For entrepreneurs like me, the countless set of decisions a consumer makes poses an opportunity. Their complex decision-making process gives entrepreneurs the option to add value to the customer. While adding value can encompass investments in novel technologies, research suggests that simplification is the best policy.
One study from brand consultancy Siegel+Gale surveyed over fifteen thousand consumers across nine countries. The study found that brands that provide the most seamless and straightforward experience perform best in the stock market while also having the most loyal customers. Should you also decide to make consumer simplification a business imperative, here are some strategies for fulfilling this goal.
How do you define simplicity?
You cannot embark upon building a simplified consumer experience without knowing your intentions. In knowing your intentions, you must also have an organization-specific definition of simplicity, which surely means more than opening up a dictionary or an encyclopedia. For example, research suggests that simplicity is multi-faceted, encompassing a “less is more” strategy, reducing complexity, offering price markdowns, etc. As entrepreneurs, it is up to us to hone in on one facet of simplification our organizations can best focus on to demonstrate how we can make our customers’ lives easier.
After selecting which areas of simplification your organization should focus on, it is critical to turn your attention to how digital marketing campaigns communicate these priorities. Advertising campaigns, for example, should carefully choose words that highlight how your business can make one’s life easier. Be sure to captivate the consumer’s attention through a succinct value statement highlighting how and why simplification matters to your business.
Simplicity is more than just a product. It is about a business imperative.
When designing digital marketing campaigns that showcase your organization’s ability to make a consumer’s life easier, you must consider brand loyalty. Your niche as an entrepreneur is essential, but what is even more important is how that niche comes across. Customers need to perceive your business as simple not only because of what you offer but because of who you are.
Advertising goods and services that mitigate life’s complexity helps. However, no customer wants to stretch above and beyond to obtain those goods and services. Highlight how your organization efficiently delivers business. As you may have already expected, there is not a one-size-fits-all method to communicating efficiency. Consider ways to make your pricing transparent and consistent. Are there other businesses your organization can collaborate with to simplify purchasing? What can you provide that speaks to customers in their language? The more your organization understands how simplifying the customer’s experience from start to finish will fulfill your business goals, the clearer your strategies will come across.
Simplicity does not mean forfeiting complexity.
If every organization achieved the kind of success that Apple and Netflix have with communicating simplicity, I would have no reason to break down what it takes to achieve consumer simplification. One of the reasons many entrepreneurs fail at prioritizing simplicity is because they do not understand the paradox in its strategy. Like any business imperative, it is not easy to incorporate consumer simplification into your organization. But Rome was not built in a day, and your organization will reap the benefits of increased simplification as long as you can navigate internal complexity.
In summation, simplicity comes down to communication, and it is no easy feat to figure out what the customer wants. When looking to understand the consumer’s desires, start by pinpointing what frustrates them the most. Once that is identified, you will have a better understanding of creating goods and services that eradicate their frustration.
About Krishen Iyer
Krishen Iyer is a renowned entrepreneur with specialties in insurance distribution, consulting, and marketing. Iyer is a California native and graduate of the San Diego State University who has owned and sold several Golden State-based companies. Today, Iyer spends the majority of his time running the MAIS Consulting Firm. As the firm’s founder, chief executive officer, and president, Krishen facilitates the firm’s consultancies with premier health and dental insurance clients. The firm builds on his nearly two-decades-long experience identifying gaps in contracting and marketing strategies that help clients achieve measurable business goals, including, but not limited to increased profit margins and more significant website traffic.