{"id":607,"date":"2025-04-28T09:30:01","date_gmt":"2025-04-28T08:30:01","guid":{"rendered":"http:\/\/www.dafigo.com\/blogs\/?p=607"},"modified":"2025-04-28T12:34:18","modified_gmt":"2025-04-28T11:34:18","slug":"dont-confuse-your-customers-by-offering-unnecessary-choices","status":"publish","type":"post","link":"https:\/\/www.dafigo.com\/fr\/dont-confuse-your-customers-by-offering-unnecessary-choices\/","title":{"rendered":"Don\u2019t confuse your customers by offering unnecessary choices."},"content":{"rendered":"<p><img loading=\"lazy\" class=\"alignleft wp-image-608 size-medium\" src=\"https:\/\/www.dafigo.com\/blogs\/wp-content\/uploads\/2014\/11\/Don\u2019t-confuse-your-customers-by-offering-unnecessary-choices-300x300.jpg\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.dafigo.com\/blogs\/wp-content\/uploads\/2014\/11\/Don\u2019t-confuse-your-customers-by-offering-unnecessary-choices-300x300.jpg 300w, https:\/\/www.dafigo.com\/blogs\/wp-content\/uploads\/2014\/11\/Don\u2019t-confuse-your-customers-by-offering-unnecessary-choices-150x150.jpg 150w, https:\/\/www.dafigo.com\/blogs\/wp-content\/uploads\/2014\/11\/Don\u2019t-confuse-your-customers-by-offering-unnecessary-choices-768x768.jpg 768w, https:\/\/www.dafigo.com\/blogs\/wp-content\/uploads\/2014\/11\/Don\u2019t-confuse-your-customers-by-offering-unnecessary-choices-720x720.jpg 720w, https:\/\/www.dafigo.com\/blogs\/wp-content\/uploads\/2014\/11\/Don\u2019t-confuse-your-customers-by-offering-unnecessary-choices-216x216.jpg 216w, https:\/\/www.dafigo.com\/blogs\/wp-content\/uploads\/2014\/11\/Don\u2019t-confuse-your-customers-by-offering-unnecessary-choices-432x432.jpg 432w, https:\/\/www.dafigo.com\/blogs\/wp-content\/uploads\/2014\/11\/Don\u2019t-confuse-your-customers-by-offering-unnecessary-choices-500x500.jpg 500w, https:\/\/www.dafigo.com\/blogs\/wp-content\/uploads\/2014\/11\/Don\u2019t-confuse-your-customers-by-offering-unnecessary-choices.jpg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Do you want to drink a venti double mocha skinny chai latte? Do you even know what that is? I don\u2019t. We found in a customer survey that 70% of shoppers were also confused by the choices (and their obscure names) on store\u2019s caf\u00e9 menu.<\/p>\n<p>Resisting the urge to add customer choice allows shoppers to enjoy more time savouring their coffee and less time \u201cplaying coffee Cluedo\u201d. While there may be some customers who want the complicated drink names, (it\u2019s not that important to them) the majority would prefer simplicity.<\/p>\n<p>A recent research shows that less choice more often than not leads to a lower effort service experience. When customers are faced with outcomes for a service experience,\u00a084% chose something other than choice, a low-effort experience.<!--more--><\/p>\n<p>If the customer wants low-effort simplified options in their service experience, then where does this pressure to add service channels come from?<\/p>\n<ul>\n<li><strong>Peer Pressure:<\/strong>\u00a0In an age where customer service is often a differentiator, companies believe they must keep up with the offerings of their competitors.<\/li>\n<\/ul>\n<ul>\n<li><strong>Solutions Focus:<\/strong>\u00a0Lured by potential of meeting a customer\u2019s need, companies can close themselves off from potential alternative solutions, which may be cheaper and\/or better.<\/li>\n<\/ul>\n<ul>\n<li><strong>Promise of Benefits:<\/strong>\u00a0With an incomplete understanding of the total costs to serve customers, companies often have a skewed view of the costs and benefits of a new service offering or channel.<\/li>\n<\/ul>\n<p>What is the better way forward? Service organisations need to analyse VOC data and recognise the gap between\u00a0\u201cneed to haves\u201d and \u201cnice to haves\u201d\u00a0for customer interactions.<\/p>\n<ul>\n<li><strong>A Skeptical Lens for Customer Voice:<\/strong>\u00a0Rather than taking customer-stated demands at face value, service organisations should critically question VOC data to uncover a broader view of viable alternatives to meet customer needs.<\/li>\n<\/ul>\n<ul>\n<li>\u00a0<strong>Customer Observation in the Context of Natural Workflows:\u00a0<\/strong>Observing customers in the\u00a0natural \u201chabitats\u201d\u00a0can help leaders uncover actual customer needs, as opposed to what customers say they might need.<\/li>\n<\/ul>\n<ul>\n<li><strong>Questioning Internal Business Partners:<\/strong>\u00a0Even organisations that take a deliberately critical approach to analysing the demands of their customers still often struggle with internal pressures to adopt new service offerings.<\/li>\n<\/ul>\n<ul>\n<li><strong>Asking \u201cWhy\u201d:<\/strong>\u00a0A better approach to responding to internal pressures is as simple as asking a single question: \u201cwhy\u201d? Asking \u201cwhy\u201d at the outset of an internal conversation can shift the dialogue away from implementation focused questions and towards topics related to customer needs and the best ways the satisfy them.<\/li>\n<\/ul>\n<p>This simplification of service channels gives the customers what most want in a consumer interaction: low effort.<\/p>\n<p>Next time you\u2019re in a coffee shop ordering an iced venti nonfat sugar-free mocha with 2 shots split, maybe you should ask yourself \u201cwhy\u201d?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you want to drink a venti double mocha skinny chai latte? Do you even know what that is? I don\u2019t. We found in a customer survey that 70% of shoppers were also confused by the choices (and their obscure names) on store\u2019s caf\u00e9 menu. Resisting the urge to add customer choice allows shoppers to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[6,4],"tags":[],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/posts\/607"}],"collection":[{"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/comments?post=607"}],"version-history":[{"count":17,"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/posts\/607\/revisions"}],"predecessor-version":[{"id":3164,"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/posts\/607\/revisions\/3164"}],"wp:attachment":[{"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/media?parent=607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/categories?post=607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dafigo.com\/fr\/wp-json\/wp\/v2\/tags?post=607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}