A local insurance company recently announced that it is working to simplify its account offerings.
The manager of the agency was quoted as saying, "Sometimes a business decision seems so deeply rooted in common sense that it's hard to imagine why things were ever done differently."
Over time, we've become convinced that "customization" is a driving factor of customer satisfaction. Sure, there is obviously value in individualizing a product or service to varying degrees. What happens too often, however, is that we create too many choices, which can increase a customer's perceived risk that he will make the wrong choice.
The agency’s strategy isn’t rocket science. Simply offering people fewer, clearer choices made it easier to understand and simpler for employees to truly be "experts.”
In an increasingly complex and cluttered world, are you bringing more confusion or clarity to customers? Hopefully, the answer is a simple one.
Quote of the Week:
"I would have written you a shorter letter if I had had the time."
Benjamin Franklin
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