Many believe customers want easy to use, reliable products and services. But is it really so?
People buy Toyota. It might be a bit boring, but it's hugely reliable. Toyota have very loyal customers. So yes, people like low maintenance.
But like is not a strong word.
Love and lust are.
Low maintenance is low priority. It doesn't require attention, so it's out of mind. And when it's out of mind, there might be something else developing in the mind. A desire to something competitive. Another product, another service, another partner.
Strong emotions are not rational. Low maintenance is. And you cannot argue with something that's not rational. Once the desire develops, there is no turning back. Out goes that reliable Toyota. Or that perfectly happy marriage. Lust is such a strong driver.
So what should you do?
Don't overdo low maintenance. You should work the desire part as well.
Don't let the customer take you for granted. There should be something the customer needs to work for.