There's typically one thing we're looking for from the companies with which we do business.
Make life easier for me.
Now, "easier" may mean a number of things, but typically it comes down to one or two: make it more convenient for me or make it less expensive for me.
And these days, we've seen the accent on convenience. But when there are slip-ups in the experience that make it less convenient, we're more likely to abandon the brand or app.
Companies that are built for innovation and customer experience know how to make people want to come back again and again — even if it's more expensive.
If a customer makes the effort to hand over their valuable time to you, don't make it hard for them to get your product and give you their money.
It really is that simple.