A recent TV programme on ‘Supermarket secrets’ showed that when shopping for things we’re not that interested in – but need – then we appreciate limited choice not a vast array. Apparently Tesco has removed thousands of products from the shops recently yet has sold more, at better profit, with customers saying it’s an improved experience. Well that got me thinking… When business people start thinking about a new phone solution, does the industry offer too much choice? At TeleSpeak we’d like to think we always start out with good questions that will leave a customer with a solution that suits them, and possibly only them. The solution may be highly customised, from a professionally recorded initial greeting to onward routing to multiple devices, including mobile. One things for sure; if we dived in with every technical option straight away we’re quite sure most customers would be swamped, so it’s best to keep it to essentials (Waitrose), or was that basics (Tesco).