The new added value is simplicity

For a long time people have been talking about "added value" or "adding value" to the products and services that organizations offer to their customers, and I believe that in most cases it has been interpreted as delivering "things" in addition to what the customer expects or needs.

This in itself is positive as long as it does not take the organization's focus away from its main objective, which is to satisfy customer expectations very well.

However, I see this not happening on a recurring basis. The competitive environment leads organizations to add functionalities, services, accessories and processes to generate the perception that they are delivering more than what the customer expects. The question that arises is, is this relevant to the consumer, does he appreciate it, does he see it as part of his need?

I think that contrary to adding value, it adds complexity to the process of access and use of the main benefit sought by the customer. In service it can be better identified: in how many cases do we simply want a product/service to be delivered and we end up performing several upstream and downstream activities that have little to do with what we are looking for.

This situation is generated by the areas of marketing, customer service, consulting firms, etc., that instead of concentrating on seeking that the main product / or service evolves to be more effective in delivering its benefit (which is very very complex), we generate some barriers disguised as added value.

The following are some ideas about the value-added approach.

The added value must be in the product Think about how you can do much better what you already do, how you can deliver the benefit sought by the customer in a more forceful way than the competition.

Remove access barriers: Make access to the product or service flow, make the product the protagonist, not the process. The less time you have to spend, the less you have to think and the less uncertainty you have to feel, the higher brand loyalty will be.

People for what is necessary: Engage people in tasks that technology, communication-education cannot accomplish or to help the consumer become self-sufficient. There is no better feeling for a customer than being independent.

Rafael Lopez Llamas.

General Manager / BrandStrat