“The #1 one job of every company is to make their customer’s life easier.”

Verne Harnish

How many companies forget this simple axiom? Heck, how many companies don’t even make doing this a part of their intentional customer experience in any way?

The companies that I am a raving fan of are the companies that are easy to do business with and, in so doing, make my life easier. I might like their products or services, but I love how they serve me. The experience of purchasing or using their services is just as important as the product itself, sometimes more.

In today’s world it often means that the companies who get it right have highly intentional digital experiences that are intently focused on the customer experience and optimizing that experience for simplicity and ease of doing business.

For example, I love the restaurant chain Chick Fil A. They always have incredible customer service and a great product that is consistent and high quality. Over the past couple of years they have taken their intentional customer experience design up a few notches by developing and deploying a highly effective and easy to use digital app for their restaurants. Not only can I find nearby locations when I am traveling, review their menu, place a mobile order, etc. (all basics of doing business in the digital age) but the app remembers my previous orders and allows me to simply and quickly place a favorite custom order without having to going through all the hassle of making the same choices every time I place an order. They solved for my problem, not theirs, and in so doing make my life a little easier when it comes time to get my favorite meal for lunch. With just one or two taps on my screen I can place the order, let the location I am visiting know I am coming and they will have it ready for me when I get there. I didn’t even know that I needed this functionality and now I measure other organizations against the standard that Chick Fil A has set for me!

This sounds so simple right? Why is it a big deal? Because Chick Fil A is focused on my experience, my needs, my problems or challenges as a customer. They have solved for those things with an intentional focus on making my experience with them simple and easy. As a customer I always feel like I am Chick Fil A’s #1 priority and that carries through in how they design their digital experiences. Oh, and guess what? I spend more money with them than I might otherwise because they have made it so easy to do business with them on my terms.

Who are your favorite companies that have a maniacal focus on making your life easier? How are you taking those lessons and applying to the customers you serve in your life?