Walker Information
Helping you put the customer at the heart of every decision.

Making it easy for customers is pretty difficult!

At a time when everyone is longing for simplicity, it seems the world has gotten very complex. Consider a few examples:

  • Beer – 25 years ago there were only a handle of breweries. Now there are more than 2,500 in the U.S. alone. 
  • Fast food – McDonalds used to have just a few items on their menu. Now there are nearly 150 choices. 
  • Coffee – Remember when it was just black or with cream and sugar? Now Starbucks boasts 86,000 drink combinations.

It's not that complexity is bad. In fact, complexity leads to innovation and growth. It's just become more difficult for customers to handle all the complexity and companies don't seem to be doing a good job of guiding them through an endless maze of process, procedures, and choices. 

Companies are recognizing the problem but are struggling to fix it. In our firm's recent study, The Value of Making it Easy we found that 80% of B-to-B organizations have some sort of initiative in place to improve the ease of doing business. However, only 57% of those same respondents say those initiatives are effective. What's more, Less then 40% of the customers surveyed describe common interactions with companies as "easy."

So how can you make it easier to become easy? A good place to start is with a journey mapping exercise. It can help you diagnose the trouble spots and get people on board so the ease of doing business will pay off!

Patrick Gibbons


P.S. We're hosting a webcast on this topic — June 19 at 1:00 pm Eastern Time. Join us!


About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

Connect with Patrick

Share your thoughts

Your email address will not be published. Required fields are marked *