One day, I was having a few after-work beers with a client, Neal Zamore, the SVP responsible for digital at Avis and Budget rental cars.
We were brainstorming how to make the car rental experience even more appealing for customers, and he coined the term “hyper-convenience” to describe the extremely high level of ease that today’s consumers expect and often receive from those winning the digital race. I’ve been using that term ever since.
Digitally driven companies allow customers to do things like deposit a check just by taking a picture, as Chase does, or order their favorite configuration of pizza simply by texting a pizza emoji, like Domino’s does.
Uber eliminates the “inconvenience” of taking 30 seconds to pay the driver when you arrive at your destination. Netflix auto-starts the next episode of Stranger Things so you can binge-watch for hours without lifting a finger. Alexa will check your Amazon package delivery status if you just ask it, “Where’s my stuff?”
Digital leaders obsess over removing every little bit of unnecessary effort that they possibly can.
Meanwhile, many legacy brands still ask their customers to stand in line, wait on hold, navigate byzantine voice menu prompts, fill out forms, repeat themselves, or sort through merchandise to find their size.
If you use the phrase, “Thank you for your patience” with your customers, you are doing it wrong.
But hyper-convenience isn’t just about removing steps; it also means making it easy for customers to see, understand, and engage with everything your brand has to offer, providing customers what they want, when and where they want it.
Uber offers all its different services, from basic cars to town cars to delivery, within the same app and the same interface. Netflix is available on just about every platform, from smart TVs to computers to phones to watches, and a quick login anywhere connects you to massive volumes of content.
The first step towards hyper-convenience is ensuring you understand all the points of effort, friction, frustration, confusion or other challenges your customers encounter when trying to do business with you. A few weeks of the type of in-depth customer research we do at FROM: Vision to Victory can reveal volumes.