The quality of the experience is denoted by its simplicity. Consumers value that companies greatly simplify the most of every process, so that any management develop a flexible and effective.

70% of consumers are more willing to recommend those brands that have provided not only a positive experience, but also simple. This is reflected in the latest Global Brand Simplicity Index. This simplicity is even more reason to value the service received and, therefore, pays more.

The study was prepared between 12.318 consumers in 8 countries, and analyzes the interactions registered 500 brands from 25 different sectors. The issues on which the study is based include the level of perceived complexity regarding how brands offer solutions, or have a complex action protocol; the degree of familiarity of customers with such marks; fluency in communication and interactions; or the level of engagement and brand familiarity.

Specifically, the report indicates that the sectors that offer a better experience with the brand, in terms of simplicity. Thus, on an average of 950 points, searchers highlighted in this ranking, followed at a considerable distance by electronics companies (761) and retail (733). Marketers online below (728), along with appliances (726). On the opposite side, the study highlights the poor valuation of insurance companies (270), considered the industry with more complexity in the processes analyzed.

If we focus on brands that are committed to this simply as a way to improve the customer experience, we find ALDI, who tops the list worldwide, as appeared the previous year. His assessment is 936, getting overcome with little difference to Google (927). E opposite side, AXA has the dubious honor to be the company with the most complex and difficult processes (284); far ahead of the penultimate, Ryanair, with 418.

Customers increasingly value the user experience. They need to have brands that offer solutions and pave the way for them not to impose their tethers and force them to bow to their demands. This leads them not only to prefer some brands over others, but be prepared to pay more for their services, and even recommend them in their environment.