Sometimes, less experience is a better experience.
As customers, we want things to be easy. When we buy a product or service, we're ultimately purchasing the value that we receive by using that product or service. That means not having to go through a lot of steps or procedures to get to that point of value.
Later today, I'll be flying to Chicago. And whenever I fly, I like to be checked in before I arrive at the airport. That means fewer steps at the airport; an easier process. So like a lot of travelers, before leaving my home or office, I'll log into my computer or smart phone, go to the airline's website, go through the on-line check-in process, and print my boarding pass. It's a lot easier than waiting in line at the airport, but it's still something that I need to remember to do; it requires initiative.
Yesterday afternoon, about 24 hours before today's scheduled flight, I was sitting on a sofa at home, when my cell phone rang. It was an automated agent from United Airlines, offering to check me in for today's flight. I answered a couple quick questions, and I was checked in. I never left the comfort or convenience of my sofa. I didn't have to remember to check in. I didn't have
The point is this:
Find ways to make life easier for your customer, by reducing the number of steps that the customer must go through, to get to the value that they're ultimately buying. Checking-in before you get on the airplane adds no value; but it's something that has to happen. United made my life easier, by removing steps between the purchase, and the value received.
How many steps does your customer need to endure, before they get to the point of receiving value from your product? Which of those steps can you remove, or at least make a lot easier for your customer?
Thanks to minimalwall for painting a picture of simple.