Give the Customer Only What They Want
When a customer chooses your business, they’re looking for a specific product or service. Your primary goal should be to deliver exactly that, in a clear and efficient manner. Once you’ve mastered your core offering, you can consider adding complementary extras. However, too many extras can dilute the value of your main product.
Many customer satisfaction surveys ask, “Were my needs met?” Your aim should be to consistently answer “yes” to this question. Prioritize your core offering and avoid diverting resources to unnecessary extras.
Keep it Simple
Even large corporations are embracing simplicity. Airlines are eliminating boarding passes, rental car companies are streamlining their agreements, and Amazon is reducing packaging waste. You can apply this same principle to your business.
Remember paying upwards of $1,000 for a new iPhone which included, wired earbuds, a charging cord AND cable, and instruction booklet? Even as over time, the contents in the package decreased, you still receive the item you paid, which after all, was the phone. And by now, you the consumer, have plenty of charging cords—you just can’t find one when you need one. As a bonus for the environment, a few less non-biodegradable products will end up in landfills.
The High Cost of Excess
Let’s take a closer look at a seemingly simple product: a cup of coffee. Your morning latte often arrives with a paper sleeve, plastic lid, plastic stirrer, and a stack of napkins. All of these extras contribute to the overall cost, including the environmental cost.
Businesses that prioritize simplicity can often charge more for their products and services. By focusing on core offerings and eliminating unnecessary extras, you can improve customer satisfaction, reduce costs, and even make a positive impact on the environment.
Digital Mail is Still Clutter
No one likes junk mail. This includes both physical and digital formats so ensure that your mailings provide enough value to justify the effort and expense. Ask yourself if whether you're giving customers more than what they asked for. Does your mail specifically offer the type of value or incentive necessary to drive business, or is it simply a tactic to remain top of mind, top of stack, or top of the inbox?
Customers are well informed and are experts about seeking what they’re looking for. There’s no need to inundate them with junk.
Simplicity is Delightful
If you wish to provide something extra, do it in a manner where it doesn’t distract, detract, or diminish from what you’re doing. Businesses have a similar opportunity when it comes to the products and services that they offer. First start by rethinking entire process and identifying exactly why customers are patronizing your business ahead of others. Are you the best in your field or do you have a particularly unique offering? Perhaps it’s your personality with customers but in any case, rethink your product or service, your packaging or paperwork, and any other extras you use to convey your brand. If you’re selling online, you might consider ditching that tote bag because while it may be a nice touch, it may not be significant enough move the needle and may end up in the garbage, altogether.
By focusing on core offerings and eliminating unnecessary extras, businesses can create a more streamlined, efficient, and profitable operation. Remember, less is often more. By stripping away the clutter and focusing on what truly matters, you can delight your customers and drive business growth.
