Some salient points:
- What does easy (to purchase, to do business with, to change address, to withdraw from courses) look like to our (potential) customers?
- Easy for us doesn’t matter
See Seth Godin’s Meatball Sundae:
“Rather than simply rely on mass media to raise product visibility, New Marketing treats every aspect of interacting with customers—including customer service and the product itself—as an opportunity to grow the organization. In order to be successful with such marketing techniques, a company must change its practices across the board. Otherwise, you’re just putting whipped cream on a meatball.”
From Tom Peters website: “The web enables total transparency.” — Kjell Nordstrom and Jonas Ridderstrale, Funky Business