There’s an interesting article in the Financial Post that discusses research on how choice affects customer satisfaction. Here are some of the key insights from the article:
- Although people are attracted to larger assortments, they are often happier with their purchases when they buy from smaller selections.
- When the differences between products are smaller, people are less certain that they have chosen the right one.
- People tend to choose the products with more features even though they would have been happier with an easier-to-use alternative (with fewer features).
- Consumers are less satisfied when they pay for features they don’t or can’t use.
My take: Companies often flood the market with products that have a plethora of different features. While this may drive more sales, the research suggests that there is a hidden cost of this complexity — customer satisfaction (and, therefore, loyalty). This is yet another reason to consider the disruptive customer experience strategy that I call Ultrasimplicity.
The bottom line: Often times less is better.