To keep your customers: Keep it Simple

Marketers can reach out to customers through various channels, and new technology has
made that work even more straightforward and simple. Marketers bombard customers with
different information and try to distinguish their product from the competition. As a result
of this information overload, consumers sometimes feel irritated and try to look for a
simpler option. The consumer tends to prefer those products which make the customer
journey hassle-free. 
Decision-Making Index: It calculates the convenience of the consumer to gather
information about the brand and the consumer's trust towards the information collected as
they can assess their options. Put, the better the brand makes the process of customer
buying decision simpler, the simplicity score of decisions. Brands can make the buying
decision easier by delivering accurate information tailored to customers' needs that will help
them conclude quickly and with confidence. To make the customer's decision-making
process more straightforward, we can follow these three steps. 1. Aiding Navigation, 2.
Building Trust, 3. Making it easier to weigh options.  These three steps should be executed
at the same time throughout the consumer's journey. 
Aiding Navigation: Consumers are usually continually looking for relevant information at
this stage to support their buying decision. The creation of an efficient path for consumers
to reach this information should be done by minimizing the number of sources of
information to which consumers are exposed and providing relevant and reliable
information to them. This can be achieved by directing customers to third-party websites for
analysis where there is usually a fair number of details. The first move to make this process
effective is to evaluate the role of the customer in the purchasing path, which is currently
being pursued by the knowledge customer. The second step must be to ensure the return of
consumers who are directed to third party websites. Here Data is the marketer's strongest
ally. Consumers leave traces of data at any touchpoint they meet, and the marketer must
make sense of these data to recognize specific purchasing paths and then customize the
consumer's journey according to their requirements.
Building Trust: Building confidence here means that consumers trust the information
collected rather than the brand's confidence in the consumer. To build consumer
confidence in the information brands, brands need to develop a group of trustworthy
advisors than recommendations that push the brand towards the consumer. 
The advice makes it easier for consumers to discover and utilize buying decisions.
Connecting consumers with other consumers who have had previous brand experiences is a
great way to build confidence for the information gathered. Providing information such as
name, age, marital status, occupation, etc. about the advisor creates trust among customers
for the information they collect. Consumers can use advisor information to search for the
one that matches their profile and have a similar experience with the brand they are looking
for. Information from such a consumer-selected consultant is found to be credible and
trustworthy amongst consumers. It is important to remember that to preserve equal ground
and honesty, companies refrain from sugarcoating and do not shield negative views from
the customers. Hiding negative views diminishes consumer confidence in the brand.
Make it easier to weigh options: The goal here is to provide the customer feedback relevant
to their buying decision, rather than simply to give them tons of information. Consumers are
found to spend much of the time searching for product details except when the product is
of low value. 
The aim of advertisers is to educate customers so that they feel confident in their decision.
This can be done by providing the consumers with tools that help them identify and weigh
the product characteristics that are most relevant to them. However, it is quite possible that
the brand gives consumers too many tools to access the relevant information, in which the
consumer becomes confused about which tool to use. Providing customers with too many
options is a big problem. By capturing small data about market tastes and then tailoring the
SKU's based on those tastes, this problem can be solved. Consumers are likely to be
comfortable whether they have feedback based on their previous buy data or past
behavioral trends because such are specific tastes criteria. It is evident that with the
expansion of digital media and technology, consumers will be bombarded with sufficient
information about the brands and their products. Therefore, it will be the brand's
responsibility to tailor the consumer's journey and provide them with relevant information
that will help them retain and acquire more consumers than ever before.