In this week’s episode of the SIMPLE brand podcast, I talk with David Avrin.David is one of the most popular Customer Experience speakers and consultants in the world.  In fact, over the past 25 years, David has shared his lessons on competitive advantage with leaders and teams from thousands of organizations in 26 countries around the world! And David is the best-selling author of six books including his latest, Ridiculously Easy to Do Business With: A Practical Guide to Giving Customers What They Want, How and When They Want It.David and I talk about how to discover what’s causing your customers friction so that you can begin delivering a “ridiculously easy” experience to them.Here’s what we discuss:How to move from being competent to being preferableWhy being simple causes you to stand outHow to tell if your policies or procedures are prohibiting an easy customer experienceThe importance of your team knowing what they can do for customersHow to future-proof your businessWhy informal feedback is just as critical as formal feedbackThe value in walking your customer’s journeyRESOURCES FROM THIS EPISODE:David's websiteRidiculously Easy to Do Business With: A Practical Guide to Giving Customers What They Want, How and When They Want ItDavid on LinkedIn