Make the customer journey easier and simpler

Use digital technology to make life easier for your customers, for example by simplifying any customer-facing websites and processes. Research suggests customers value simplicity, with one poll finding that customers are 94 per cent more likely to repurchase items if problems are solved with minimal effort, and 88 per cent more likely to spend more. Rick Parrish, principal customer experience manager at Forrester – a market research company specialising in the impact of technology – says the key is to not to put technology first. He said “You have to go into it by identifying where you can improve the ease, the emotion and the effectiveness of the customer experience.”