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Simplicity Leads to Customer Loyalty

Creating Simple and Convenient Customer Experiences

Shep Hyken interviews Ricardo Saltz Gulko, Managing Director of Eglobalis and Co-Founder of the European Customer Experience Organization (ECXO). He shares how brands prioritizing simple and convenient experiences can gain a competitive advantage.

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Top Takeaways:

  • A simple and convenient customer experience can be a competitive advantage for brands and companies, whether it’s B2B or B2C. It starts with leadership, where decisions are made and trickle down to every department in the company.
  • Being nice and respectful is one thing, but there is more. There must also be a process behind delivering an amazing customer experience.
  • Adoption means loyalty. Make it easy for your customers to adopt your products and services. This will make the difference between them continuing to do business with you instead of going to your competitors.
  • There is a place for simplicity and complexity. Behind-the-scenes, your operation can be complex, allowing you to deliver everything your customers need and expect. However, on the surface, it needs to be simple. Most people have a limit on the number of decisions that they want to make in a day. A confused buyer will likely move on and find a place that’s easier to do business with. Make it simple for your customers without sacrificing quality.
  • Measure and get feedback on the different points of the interaction throughout the customer’s journey. Use the data and feedback to improve the experience.
  • Ricardo wrote a must-read article on why brands should simplify customer and employee experiences.
  • Plus, Shep and Ricardo share how much money companies leave on the table by making experiences too complicated for their customers. Tune in!


“To get to convenience, you need to simplify certain things within your customer’s journey.”

“Convenience, simplicity, and a great experience start in the C-suite. The leadership of an organization must first understand that it is all about experience – a convenient experience.”

“If you don’t design customer experiences around simplicity, you are leaving money on the table. The easier you make the experience for your customers, the sooner they will adopt your products and services.”


Ricardo Samuel Saltz Gulko is a global strategist focused on customer experience, operations simplification, technology design, and culture transformation. He is the Managing Director of Eglobalis and the co-founder & initiator of the European Customer Experience Organization.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:

  1. What is customer adoption?
  2. How can simplicity and convenience be a competitive advantage?
  3. How does customer adoption create loyalty?
  4. Why is it necessary to simplify the customer journey?
  5. How can you balance simplicity and complexity in customer experiences?

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