By Shep Hyken
I recently bought a software solution. The advertising said, “Easy to install and easy to use.” It was half right. I had no problem installing the software. However, using it was a different story.
The good news is that when I reached out to technical support, I had a response within minutes. Despite the quick service, after I followed the instructions, the software still wasn’t working, and the entire process was confusing. I emailed the support rep to tell him it wasn’t as easy as he thought it would be, and he responded by saying, “It should be easy.”
There was a difference between him and me. This rep had been trained and was an expert. It was easy for him, but not for someone like me who wasn’t as familiar with the technology – and hadn’t been trained like him.
So, I have been thinking about the word easy. I wonder how often I’ve been guilty of saying, “It’s easy,” when it might not be for others.
A golf pro makes a swing look so easy. Experienced guitar players can play music by ear and not look at their hands and fingers. They play … effortlessly. The truth is that as easy as it looks, it’s not easy.
The lesson we take from this is that what’s easy for one person is not always easy for another. Someone’s education, training, and experience can make something seem normal or easy for them, but it can still be difficult for someone without the same background. We must keep that in mind.
This example of easy is a simple way to emphasize that some of us assume others are as knowledgeable or have similar experiences as we do. While I use easy as an example, there is a bigger picture. This concept of easy is just one example of how we assume and have bias, even if we don’t intend to. For example, we might use company jargon and acronyms that others outside of the company or industry might not understand.
In the customer experience world, one of the most challenging Moments of Misery™ to overcome is communication breakdown. It’s easy – there’s that word again – for a company to replace a broken product or a retailer to exchange a sweater that’s the wrong size, but when customers misunderstand you, they feel disconnected from you and the company.
And your experience may be different than your customers’. Don’t assume you’re on an equal footing. At the same time, be careful not to talk down to them. You must ask questions and communicate to understand and connect with them on their level.
Back to that word, easy. There’s an old saying: Beauty is in the eye of the beholder. I’ve come up with a similar saying: Easy is in the eye of the user.
