Choose to move complexity to your side.

Whenever you see difficulties in capturing value, or in the kind of end experience you want to deliver, it comes down to one simple principle - do you choose to take complexity on your side?

You need data in a standard format. What do you do? you create an application form and ask users to fill that form. And nobody wants to fill out a form that is more than a few fields long.

The typical stance taken by most orgs is that they keep that complexity on the side of the user. You fill out the form, and only a "duly filled form" will be processed. If you don't, its your problem.

A customer-centric organization takes the problem to its side. It might be an empathetic way, where the person engaging with the end user will instead ask the customer questions, make it interesting and collect the data and fill it and ensure that the customer gets the question. Or alternatively, if you are a data-centric organization, you can get the bare min data and then look up the rest.

The horrible thing you can do to your customer is keep asking for their details over and over again. The most amazing thing you can do for a customer is recognize them when they interact with you.

It might take a one-time effort and a significant one at that, but if you set up the process and organization in a way that takes complexity to your side so that you relieve the customer - you not only have a happy customer, see better engagement, but also you might have a raving customer - because in today's world, the standard is that low.