MINIMIZATION IS REPLACING SUPER SIZING

I’ve observed a trend that has significance for all people, businesses, and organizations (profit and non-profit). It is called Minimization.

Minimization is where maximum return meets minimum effort. It’s not WOW service or over-the-top quality products. It’s how little can be done, offered, or given and still generate a profit, remain in business or, stay employed.

My bank once provided three drive-up windows (one devoted to businesses only). Today there no drive-up windows. Inside the bank are fewer tellers and bank executives. My drugstore used to have two drive-up windows. Recently, I found one of the lanes boarded. Customer service is not the banks or drugstore’s mission, minimization is. Their goal is; how little can we offer and still stay in business?

Twitter is an excellent example of the minimization movement. When typing a tweet, you use 140 characters or less. Therefore,  “you” becomes “u,” “for" is “4,” thanks is “tx” and so on. 

Many organizations reflect this minimization movement.  Less material and services. The goal of minimalism is to minimize to the point that customers will still buy but, any further minimization would cause patrons to seek a solution somewhere else.

The act of minimization requires action in one or more of these processes: simplifying, eliminating, combining, streamlining, omitting, reducing, or substituting. Your search for new applications, ways to communicate more efficiently and effectively, reduce or eliminate old policies and procedures, unclutter and minimize paperwork, eliminate duplication of work, be open fewer hours or more convenient hours.

At some stage of the minimization movement, it becomes unstainable; there is no value, no service, and no product worth the customer money. Before continuing down Minimization Boulevard, the wise, if they plan on remaining in business, determine where that tipping point is and cease minimizing. Here are some thoughts to consider.

1.    Eliminate everything from your product or service that doesn’t add to customer value. Maybe you don’t need four-color packaging. One color may be sufficient,

2.    If your product or service performs several functions, communicate to the consumer the multi-uses of your product, (WD-40 or Arm & Hammer baking soda), and so they feel they are getting more for their money.

3.    Simplify doing business with you. Ensure the customer has all your contact points i.e. phone number, cell, street address, email address, Twitter, etc. I’ve seen print ads asking people to send in for a free sample—nowhere in the ad does it say how to contact the company,

4.   Listen to your customer. Knowing what customer’s like or dislike about your product or service leads to beneficial change and opportunity to minimalize. The key is providing the customer with what they want at a price they will pay.

5.    If you have a buyer rewards program, certify that it is adding to your business. Make it simple to understand and use. A few short sentences should explain the program.  If not, you may have a company rewards program and not a customer reward program.

6.    In the minimization, there should be cost savings. Consider passing part of the savings on to your client. Remember, you do have competition.

The less a missing element deprives the client or customer of his/her satisfaction, the better the opportunity to minimize. Minimization is about psychology, not magic.