• jebdasteel

Improve Ease of Doing Business

Improve Ease of Doing Business. It seems obvious, but why make it a top priority? Because time and again we see that ease of doing business is the single most important thing that organizations need to work on to create

value for their customers, and in turn, return value to their own enterprise.


Ease of doing business is important for everybody we work with. But what does that really mean? For our customers, it means making transactions simpler and engagement more efficient—taking effort out of interactions and getting more value out of the relationship. It’s about removing all the unnecessary friction. It’s also about efficiently managing relationships and fostering partnerships that extend beyond transactions. For our employees, ease of doing business means creating process efficiencies that allow for more time on real value-add activities and focusing on customer interactions that really matter. For our business partners, it’s all about being a frictionless channel to market that benefits both partners and the end customer.


Customer effort is a critical element—even THE critical element—of ease of doing business. We’ve already written about it at some length, talking about how important customer effort is as a leading indicator of successful Customer Performance and brand advocacy. Creating and sustaining ease of doing business is indeed very much about eliminating customer effort: removing friction from all interactions. It is also about building relationships and processes that transcend those interactions and giving new purpose to them—the systematic creation of value for both parties.


Over the next six weeks, we will be posting a series of blogs discussing various aspects of ease of doing business. Next week: The great divide between buyer and seller perceptions of ease of doing business. Spoiler alert: What you think is probably all wrong.


If you’d like to learn how to become easier to do business with, check out the workshop we are offering starting in November: The Ease of Doing Business Accelerator.


Until next time,


Jeb Dasteel & Curtis Bingham

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