Reclaiming the Word ‘Easy’

Somehow, easy has become a dirty word. Someone looking for an easy life is seen as a copout, a drifter. The word is marred with a sense of false security, a lingering suspicion. We’ve even had to use rhyming slang – easy-peasy-lemon-squeezy – to make it sound less threatening. Even in our world of instant communication and technological advances, the prevailing wisdom is if something is too easy, it must be wrong. Not to mention the bad connotations – if a girl is too easy, she’s making herself too sexually available. But our technology shouldn’t be playing hard to get.

Successful companies have tapped into the market that demands easy living. EasyJet know what they’re doing. Firstly, the British airline focus on their customer base. They operate a basic, cheap service. Their entire brand is built on the promise of a smooth ride throughout the booking process. They really are easy to use and take a lot of the hassle out of travelling. Ranked the best low-cost airline by Business Traveller, easyJet’s affordable travel beats the competition due to their emphasis on easy.

Secondly, they focus on their crew. They claim to have “sustainable and disciplined growth” which is down to their innovative corporate culture. They have been the focus of many business case studies, for good reason; they brought in consultants to interview staff on how they could cut time spent on the ground. They figured out various tactics to reduce time spent cleaning a stationary aircraft (get the flight crew to clean in the air) as well as reducing baggage reclaim times. Time is money and thanks to these measures the company saved both. According to author Jim Blythe, regarding easyJet, “if an aircraft makes an average of four return flights a day, over an hour per day will be saved in downtime. Over a working year, this equates to more than 60 return flights from Luton to Nice – which is equivalent to over a million pounds per aircraft in extra sales”.

Thirdly, and crucially, they are focused on their procurement team. They have a defined procurement process and a centralised procurement team, which is always important when ensuring bulk purchasing pricing and saving on shipping costs. This also guarantees a competitive and strong selection of suppliers. According to their website, “specific supplier risks are identified and assessed during the procurement process”.

It’s not just the travel industry aiming to take the pain out of life’s struggles. Financial slogans are full of pronouncements that their bank or product will make your life easier. Australian electronic bill payment system BPAY advertises itself as ‘Almost too easy’. Bellwether Community Credit Union is ‘Where Easy Adds Up’ and CBC Federal Credit Union aims to ‘make it easy’. PayPal help you shop the easy way. All these organisations speak to spend culture and how it should not be complicated.

Auto insurer GEICO made advertising history with the claim that using their website is ‘so easy even a caveman can do it.’ In 2008 the Caveman was voted America’s favourite advertising icon. Like easyJet, their business model relies on providing a lower cost service than their competitors. Since going paperless with the launch of their lauded mobile app, GEICO users can request roadside assistance, report and track claims, make changes in coverage and speak directly with a brand representative, all in one place. And, of course, their site claims that ‘GEICO Mobile makes it easy’.

Procurify aims to make purchasing ridiculously easy. No more chasing after colleagues for approvals, requests or signatures. Make the change and clear the path to better spending. Easy shouldn’t be confused with lazy; life is hard enough as it is – make it simpler with Procurify.

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