The multitude of communications and connectivity options that face a small business today can be complex and misunderstood, by even the most tech-savvy business owner. As an industry, we need to keep working at removing the complexity and confusion that surrounds what is, in effect, a simple but critical requirement of any business: "I need to connect and communicate and I need it to work."
I found Margaret Molloy's interesting article a timely reminder that if the big brands are able to cut through the clutter; removing the hassle and simplifying the customer experience, what is stopping the lesser-known brands from doing the same?
We, as a business, pride ourselves in our ability to talk directly, and in Plain English to our customers and have seen remarkable results in our customer satisfaction and retention rates as a result.
The greatest brands make life simple. Think Google, Amazon, or even Dunkin’ Donuts. They cut through the clutter by delivering what consumers want, when they want it, without hassle. By simplifying customer experience in a complex world, these brands win customer loyalty, which drives business results and creates value for shareholders. For the past six years, Siegel+Gale has published its Global Brand Simplicity Index — a study based on a survey of thousands of consumers from around the globe — that ranks brands according to their perceived simplicity or complexity, and the overall simplicity rating of a brand’s industry. This year’s index, derived from the responses of more than 12,000 consumers in eight countries, provides a definitive measure of which brands excel at providing simple experiences – and reveals rising brands that could threaten these incumbents.
