Why businesses need to simplify their platforms and support their customers

Make it simpler. Make it faster. Cut the clicks.

If there's one thing I hate when using any service, it's a barrier between me and getting what I need.

I'm not alone. Thousands of companies turn away thousands of customers every day simply because their processes are slow or needlessly complicated.

Many brands think by introducing new systems they're automatically making things better for their customers. But have you ever tried putting yourself in your customers' shoes?

So bad I started a business

The whole reason I started Fantastic Services in the first place was that I couldn't easily find and book a reliable company to clean a wine stain from my carpet.

That's right. The cleaning companies of the time provided such poor quality and bad booking processes that they inadvertently created a major new competitor for themselves.

It's perhaps a bit of an extreme example. Your booking processes might be not as simple as they could be. They're probably not “spawn a whole new competitor” level poor.

But even if “all” you're doing is turning away the occasional potential client, is that really the best way to set up your systems?

Act like a customer

The thing we learned as we iterated on Fantastic Services' processes down the years has been how important it is to think like a customer.

Is this a convenient process for me as a service user? Are there obstacles in the way of me making my booking? Do they absolutely have to be there?

Always aim to make the process simpler. If you're the customer, ask yourself what would make your journey better?

If in doubt, cut the number of clicks a client needs to make something happen.

Train, train, train

The other side of the equation is the people who are implementing your processes. Do they know how to do it? More importantly, do they know why it's important that processes are delivered that way?

It's no good if the process works great on paper but the delivery slows it down or doesn't happen. That's why it's so important to invest in training your team when you introduce new systems.

You can't just expect everyone to understand what your goal is. Everyone needs to be brought on board with the new way of doing things.

Look for support

Speaking as someone who spent well over a decade iterating and testing and iterating on processes to get Fantastic Services where we are today (and has no plans of stopping anytime soon), I can say that figuring out the best way to simplify your platforms and support your customers isn't easy.

It can feel like you're aiming for a perfection that can't be achieved. But it is worth it.

And, of course, if you don't have the spare decade to invest to iterate on your processes, there's always the option of investing in a franchise instead, where someone has already done all of the hard work for you.

Simplify and support your customers' journey

Don't put customers off from using your business because you haven't put yourself in their shoes. Try out your own booking processes. Explore the support you receive as a customer.

Then see if your processes are as simple as they can be and support your potential clients in their journey to using you.

What do you think? What's your number one tip for simplifying processes?

Let me know in the comments below!