Joyce Wycoff suggests that “Easy” is the New “Free” on herGood Morning Thinkers! blog.  She recounts her experience applying for a mortgage, both in person at her local bank, and online.  She raves about her “easy” experience with QuickenLoans and asks a question we all should take time to answer:

So, how could you make life easier for your customers (internal or external)?  It may be the most powerful thing you could do.

Indeed.  How often have we focused on making things easier for us (as professionals) but not for our customers?  In fact, do any of us know what our customers/clients want or need?  What would make it “Easy” for our customers to do business with us? 

Go ask them.