We instinctively avoid situations that create unwanted stress in our lives, naturally gravitating towards the brands that are least stressful to deal with. As such, eliminating stress is a powerful way to improve any customer experience. If you’re a CX pro, UX or service designer, here’s how to do it:

1. Improve reliability
Being unreliable creates stress. Without reliability there can be no trust, and with no trust, no loyalty. Reliability beats occasional delight hands down.

2. Prevent errors
Mistakes cause stress, and stress causes mistakes, so reducing the possibility for error and making recovery easier is crucially important.

3. Simplify choice
Too much choice is overwhelming. Simplify choice and you'll replace confusion with money in the till.

4. Clarify the reason for tasks
If you ask customers to do something unusual or unexpected, explaining why makes a huge difference.

5. Provide frequent, responsive feedback
Nobody likes being kept in the dark. The better informed we are, the less anxious we are.

6. Consider the customer’s competence
When a task is beyond our ability we quickly get flustered. Design for the customer’s level of expertise and you'll eliminate a common stressor.

Six simple guidelines, a world of opportunity!

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