Effortless

Make things easy. Own the experience. Understand the customer.


  • Why easy is the new WOW: what today’s customers really want from an experience (smooth, efficient, easy); relief vs delight; consistency as a key component
  • Voice of the customer: using customer feedback to tackle pain points and deliver a smoother, more personalised experience
  • The customer journey: mapping out the experience; touchpoints where you can make a difference; being one step ahead to anticipate the customer’s needs
  • Owning the experience: problem-solving; team work & individual accountability; knowledge & attention to detail; proactivity & intuition

Customers want to just get on with their lives. Your job is to eliminate the obstacles that prevent your customers from being able to do that.

– Matthew Dixon

The Understood Experience

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