The Pursuit of Easiness: How Brands Win in the Age of Complexity
A slightly older article but Matt Holt is making a very valid point here. He is talking about ‘the easiness paradox’ (and why we need digital transformation to change this): What’s easy for the business is difficult for the customer and what’s easy for the customer is difficult for the business.
The reason? Corporate structures were not designed nor built for the customer age. The vertical siloes that made sense at their conception actually prevent brands from providing the horizontal customer experiences that customers expect and want.
Simply, corporations have not been engineered to make experiences easy for customers. That’s why digital transformation is so vital – which I often define as ‘the difficult bit that makes easiness happen’.