Innovators in technology are extremely focused on simplicity to find new and better ways to improve everyone’s daily life (Yen, 2014). Why is that? Why business and professionals are trying to keep things simple? The answer relies on the issues caused by complexity, which is time and resources-consuming. Yen (2014) suggests that complexity kills. According to him, complexity causes things to slow down, increases unnecessary costs, and leads to a waste of valuable resources. Yen (2014) yet points out that, likewise at SAP, the key is to “simplify everything so you can do anything.”
For these and several other reasons, yes, I definitely agree that simplicity is a key competitive advantage nowadays. In the fast-paced world in which we live, with so many things making our lives so complicated, simplicity is something most of us are looking for. How many logins and passwords do we have nowadays? Does it make any difference whether the service you use stores them for you, safely and efficiently? Does it make any difference how many steps you have to follow to login into a service you pay for? These are just examples of how simplicity is genuinely a key competitive advantage, and why software like Okta and Single-Sign-in are becoming so popular. Simplicity has everything to do with the user-friendliness of products and services, which has been key to the success of companies like Apple and Amazon. The latter gives us a great example of how simplicity matters. The company with the “1-Click Ordering” allows you to place your order automatically and skip the shopping cart (Amazon, n.d.), which I personally find fantastic.
What are the main reasons why smart devices have become so popular? Why are they so compelling to us? The way I see it, the main reason is that they make our lives easier. With the click of a button, you can turn them on and off, navigate through different features or applications, read emails, and record an audio or video, for example. They unite most of the things that are important to us in a single place where you can easily store or retrieve data that matters to you.
I could extend for several pages on how simplicity plays a vital role in creating competitive advantage, but to make the long story short, I will provide just some additional examples. Think of the difference between using 2D and 3D software modeling (and printing). Does the 3D modeling simplify your job? For the programmers, think of the C language and Python. Why has Python been created and why has it become so popular? The answer relies on its simplicity. Obviously, there are differences regarding requirements, reliability, among other things, but I have met several programs that defend the following statement: C where it is a must, python everywhere else. The simplicity of Python has added value to its users.
For all these reasons, the term Design Thinking, which means thinking of products and services design from a consumers’ perspective aiming to simplify their lives rather than a designers’ perspective, has gained such a highlight (Brown, 2009).
Dun (2016) defends, and I totally agree with him that adding value to customers it is not always about money or discounts. To add value to customers, we need to think of personalization and understanding customers’ needs, which wisely combined will most likely add value and improve customer experience. Personalized customer service is essential in the process of adding value to customers since it demonstrates that the company cares about them (Furgison, 2016). Additionally, by understanding your customer’s needs, you can associate products with customer experiences. Coca-Cola is a company that does this association quite often and very efficiently.
Powers (2015) suggests five factors that are relevant in adding value to customers, which are always considering your customers’ perspective, consistently working to improve customer satisfaction, implementing marketing models into your strategy, developing a memorable customer experience, and never underestimating the value of free resources. I see these as being some of the most critical factors in delivering the value you want to your customers.
You should also ask yourself what problem(s) you are trying to solve for the customers. The answer to such a question would allow you to design the product or service that meets your customer’s expectations, not yours. Sometimes designers want to deliver the best possible product to the market. However, the product has to be the best for the customers, not from an engineering/design standpoint. In addition to all these factors are customer service, loyalty and reward programs, among others.
I will use the example of my smartphone, tablet, and laptop computer. These three technology products have made my life much easier recently. They have indeed added value to me as a customer since I can do most of my tasks on them. Associated with them are online services such as online banking services, streaming services (such as Netflix), and e-Learning services. The simplicity of using these technology devices have definitely added value to me, as a customer.
I can save e-books, download and store music, access e-learning platforms such as University of the People and EDX, and check my bank account balance, for example. I use them every day during my commute to work and back home. They allow me to read books, learn new languages, listen to music, use navigation systems (Waze), interact with family and friends, check my emails, get my master’s degree, and the list goes on. I cannot imagine my life without these smart/technology devices. The internet of things has definitely come to change people’s lives and stay.
References
Amazon (n.d.). About 1-Click Ordering. Retrieved Nov 24, 2018, from https://www.amazon.com/gp/help/customer/display.html/ref=hp_201074570_1click?nodeId=468482
Brown, T. (2009). Designers—think big! TED. [Video File]. Retrieved Nov 24, 2018, from http://www.ted.com/talks/tim_brown_urges_designers_to_think_big?language=en
Dun, M. (2016). How do we define value and how can we ensure we create added value to our customers? Retrieved Nov 24, 2018, from https://www.experian.co.uk/blogs/latest-thinking/marketing/customer-value/
Furgison, L. (2016). Personalized Customer Service is Powerful! Here are 9 Ways to Offer It. Retrieved Nov 24, 2018, from https://blog.fivestars.com/the-value-of-personalized-service-and-how-to-offer-it/
Powers, K. (2015). 5 ways to create added value for customers. Retrieved Nov 24, 2018, from https://www.verticalresponse.com/blog/5-ways-to-create-added-value-for-customers/
Yen, S. (2014). How Design Thinking Drives Competitive Advantage. Forbes. Retrieved Nov 24, 2018, from http://www.forbes.com/sites/sap/2014/08/11/how-design-thinking-drives-competitive-advantage/#7c1f8eaa7a53
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