Navigating the Customer Experience- from Zero to Hero
We're all human, last I checked. We have wants, needs, and cravings, all boiling down to one thing: simplicity. Simplicity clears our minds, liberates our spirits, and gives us back precious time. It's perplexing that companies don't prioritize simplicity more. Perhaps they're unaware of its potency.
In a previous article, I discussed simplicity and the Law of Subtraction, inspired by a serene hotel stay, hint hint—begins with an 'H.' The room lacked superfluous items like art and toiletries but offered pristine white sheets, a plush mattress, straightforward light controls, and easy-to-use window shades. It was a lesson in how less can be more.
Every day, we navigate a myriad of transactions, from dining to internet woes. Yet, many service providers complicate rather than simplify. Paying my Amex Amazon bill turned into a saga of duplicate payments due to a lack of confirmation prompts. Verizon's labyrinthine phone menu made resolving internet issues an ordeal. These experiences highlight the need for streamlined processes.
But let's pivot to positivity. Aetna, my healthcare provider, impressed me with their seamless customer service. Allow me to share the details of my interactions:
The first time I called their 888 number, they announced that I had reached their concierge service and offered only four options. Using the date of birth to identify me since they had validated the number I called from (cell phone) was registered to that member, they streamlined the authentication process. I simply needed a second ID card, and surprisingly, they offered that option as the first thing in their speech-enabled menu, instructing me to "simply say ID card." Within a few days, the card arrived in my mailbox.
The second time I called, I needed a list of healthcare providers in my neighborhood for a specialized service. The automated system interacted with me, asking what type of specialty I required. Since the system knew my exact address, it had that information queued up within a 5-10 mile radius of my home. It then offered to either text me the list to my phone or email it to me. I chose email, and within seconds, I received it in my mailbox.
The third time I called was due to a billing discrepancy on a claim. Again, the system offered a simple option in the menu by instructing me to "say claims" and immediately offered the dates of the two most recent claims. I selected the one in question, and it provided me with the claim status, amount paid, and transaction details—all without the need to speak to a customer service representative.
These experiences with Aetna underscore the power of simplicity in customer service. Despite being a healthcare insurance provider, they've mastered the art of providing thorough yet simple interactions, making it effortless for customers to manage their healthcare needs. It's a prime example of how even the most unexpected companies can get it right.
These anecdotes highlight the disparity in customer experience across industries. Companies must prioritize simplicity to stay competitive in an era where the human experience reigns supreme. Time is our most precious asset, and businesses risk losing customers if they fail to prioritize simplicity.
Moreover, studies have shown that customers are more likely to remain loyal to brands that offer simple and intuitive experiences. According to recent research, 64% of customers are willing to pay more for a simpler experience. This highlights the significant financial impact of simplicity on business performance.
In essence, simplicity is not just a buzzword; it's a fundamental principle that should guide every aspect of business. By prioritizing simplicity, companies can create better experiences for their customers, going from zero to hero. They can drive growth, and ultimately, gain a competitive advantage in today's marketplace.
https://www.linkedin.com/pulse/simplicity-ultimate-luxury-product-service-delivery-nora-osman-7mfke
