What makes brands ‘ridiculously easy to do business with’?

In his Digital Edge presentation, David Arvin President of The Customer Experience Advantage explored how to meet rising customer expectations with speed and ease.

David Arvin, President of The Customer Experience Advantage in the United States, explored the emotional foundations of customer behaviour at Digital Edge.

He emphasised that people do not just spend money on products. They invest in experiences, connection and joy.

Most decisions, he argued, are emotionally driven and only rationalised afterwards. I

n a marketplace full of choice, what to buy, how to buy and who to buy from, expectations are higher than ever.

ADAPT data shows 70% of CIOs are now investing in generative AI, up from 50% in 2023.

AI now consumes 4% of IT budgets.

But David warned that customer preferences do not always align with these digital first shifts, especially when automation replaces meaningful human interaction.

While AI holds clear potential, there remains a gap in customer understanding, adoption and comfort.

What people want is speed, simplicity and convenience, delivered in human centred ways.

Despite growing investment in digital tools, 40% of technology remains underused, revealing a disconnect between business strategy and customer need.

David urged organisations to stop relying on generic notions of quality or trust and instead focus on removing friction.

With 52% of customers switching providers after just one poor experience, delivering a consistently easy experience is critical to loyalty.

Speed is now a core differentiator, internally and externally.

Research shows 49% of customers are less likely to spend with a brand that responds slower than expected.

Respond within 5 minutes, and businesses are 100 times more likely to win the customer.

David also pointed out that 86% of people will not complete an online contact form.

Accessibility and responsiveness must be rethought.

Responsiveness, he argued, is not just a tactic.

It should be part of company culture, from fast, transparent communication to giving customers flexible ways to engage and pay.

In a high velocity market, ease of doing business defines who wins and who loses.

Key takeaways:

• Customer decisions are emotionally driven – People prioritise experience, connection and ease. 52% will switch to a competitor after a single bad experience.
• Speed and simplicity are now core differentiators – 49% of customers are less likely to spend with brands that respond slower than expected. A response within 5 minutes increases win rates by 100 times.
• Digital investment must align with customer preferences – 70% of CIOs are investing in generative AI, yet 40% of tech remains underused, revealing a gap between innovation and actual customer needs.