The latest data shows that 55% of consumers are willing to pay more for more simplified interactions. For years now, businesses have been working from the premise that more is better, and that more choice is undoubtedly the best way to appeal to more consumers.
Evidence, however, is showing the opposite. Research shows that 96% of consumers are likely to recommend a brand that they understand, and companies that reduce complexity often outperform their competition.
Major Brands that have Scaled with Simplicity
Although keeping things simple is the way to go, brands do have to make sure that they are being innovative. Apple is a prime example here. Every year, Apple introduces new phones to the US market, yet the experience doesn’t change much. iOS is still recognizable, apps stay in the same place and within the same ecosystem, and the design of their models changes so gradually that people often don’t recognize the change.
Existing customers don’t need to learn how to use the device, yet still benefit from improved cameras, faster processors and battery life. Fast food chains are another example.
They rarely reinvent their core menu because they understand how important it is to have consistency. Brands typically build signature products while introducing specials to generate excitement. Customers know what to expect, staff are able to operate efficiently, and seasonal promotions are used to generate buzz.
Another example would be the iGaming sector. There are currently hundreds of UK casino games out there, but across nearly every title, the reels and core mechanics are the same. Players can play a new release without a steep learning curve, but narrative themes help to provide fresh experiences without forcing players to relearn everything from scratch
Simplicity Paves the Way for Better Business Processes
Websites are also putting a bigger focus on simplicity, with US sites like Jotform explaining how to do it. Beyond customer experience, simplicity helps to improve operating models so that decisions can be executed faster and more efficiently.
Successful businesses can concentrate on fewer priorities as well as allowing teams to move quickly on fewer priorities. Clear objectives and more streamlined processes, when combined with defined responsibilities, also mean that people spend less time on complex processes and more time delivering true value.
One interesting thing to know is that businesses do not often try to overcomplicate things. Overcomplication happens one very small step at a time. A new product is released, or a new approval process is added.
Individually, changes like this don’t seem that significant. When you add them all up, however, they slow down decision-making, and they also create friction for employees and customers. When considering some of the biggest companies in the world, it’s clear that the strongest companies don’t ask customers to adapt.
They put in the work to refine operations and simplify technology while removing barriers. This helps to make the experience feel effortless, which is something that modern-day businesses should be striving for.
Asking consumers to adapt to a new simple process is again overcomplicating things, but if the fluidity of the process can be improved without any detriment to the consumer, businesses will find that they’re on the right lines.
