Germany

Global online retailer Amazon is a powerhouse of simplicity and efficiency. It’s constantly dreaming up ways to get products to consumers faster, and respondents in Germany have certainly noticed, saying that the online retailer “has a wide range of products, and a very simple ordering system.” Recent online rumors have circulated that Germany may soon be getting Amazon’s Prime Now—a same-day delivery service for a selection of its goods.

Google takes the top spot in Germany’s Simplicity Index this year. “You can find anything on Google,” remarks a typical respondent, noting the search engine’s ability to organize the vast, complicated web into logical answers for an infinite range of questions. Respondents also cited the minimalist interface as a reason Google is simple.

McDonald’s has been fighting to win back frugal German customers who weren’t happy when the brand took its €1 cheeseburger off the menu. Nevertheless, respondents still love the simplicity of a place where “you understand everything” and the experience is “the same everywhere.”

Good quality, low prices, better value. These tenets are at the root of this discount grocery store’s high rating. Stores also tend to have the same layout from location to location, making it easy for shoppers to find the products they want. “Clear product range, alternative payment options, consistent quality,” summarizes one respondent.

This chain of coffee shops was founded ,more than 60 years ago, but clearly retains modern appeal, thanks in part to its simplicity. Tchibo gets high marks for “limited product range, good info about special offers and availability,” with other respondents commenting on the ubiquity of the company’s advertising and publicity.

The second discount supermarket on this year’s list, Lidl has been in Germany’s Top 10 for four years running. German respondents cited the chain’s pervasive presence—which translates to convenient access—as a reason it’s so simple. “Simple brochures, products are easy to find, offers are well described,” says one respondent.

The second drugstore in Germany’s Simplicity Index this year, consumers tout DM’s nice selection and wide range of products—which make it easy for shoppers to find what they need in one place. Consistency across the chain is also key: “I know exactly where my toothpaste or gel is, no matter where I go,” says one respondent. Considering that DM is Germany’s largest drugstore chain, consistency from location to location is an important part of building a simple customer experience.

For the first time since 2010, Edeka breaks into the Top 10 of German Simplicity Index. The supermarket commands Germany’s largest market share at 26%, and that’s reflected in the number of respondents who identify the brand as close and convenient. Consumers also appreciate the store’s frequent advertising.

Respondents identify with IKEA’s simple and transparent way of doing business. The discount furniture retailer’s standardized layout—which guides the customer through the store—also received a few mentions from survey respondents. IKEA continues to release new product lines that are both easy to assemble and more customizable.

A mix of tabloid fodder and hard-news content has helped make BILD the best-selling daily in Germany and across Europe, too. Respondents happily subscribe to the paper’s use of images, and simple language, and its ability to summarize important information in a clear way. Or, as one respondent put it simply, “One does not need to be smart” to understand BILD.

This chain of drugstores jumps 15 spots to #7 in the German Simplicity Index this year. “Budni” was founded more than 100 years ago as a specialty soap shop and began expanding in the 1930’s. Their slogan—“Every day do good”—resonates with customers, who feel comfortable in the store. Budni is also a smaller operation than its competitors, and prefers to build customer loyalty by emulating a cozy local drugstore feel than by ubiquity. All this seems to equate to simple experiences for consumers.

#113 FedEx went nowhere in this year’s Germany Simplicity Index. Nowhere good, in any case. Respondents dispatched the brand to Germany’s Bottom 10, unhappy with the company’s website, its customer service and complications with tracking packages.

Words like “bureaucracy,” “ambiguity” and even “chaos” peppered the answers for why respondents find this global insurance company complex. Hidden clauses and nonsensical fees also contribute to the perception, and in an industry that is often considered complex, a little bit of clarity would go a long way with consumers.

Many respondents this year highlighted the same negative perception of one of the world’s largest financial services firms: arrogance. Hand in hand with this perception is a common theme that the bank seemed dishonest, corrupt and fraudulent, making them anything but the simple choice for consumers’ financial needs. This summer, both co-CEOs resigned at the same time, which almost certainly did nothing to shore up confidence in the brand.

Reinsurance is insurance that’s purchased by insurance companies, and in the case of reinsurance company R+V Versicherung, that only serves to compound the sector’s usual issue of perceived complexity. Respondents cited the company’s unclear products and confusing website as main reasons for a low score this year.

Despite a focus on its customer service practices over the past year, discount airline Ryanair can’t seem to ascend out on the bottom of our list. The flights are certainly priced to move, but consumers rail against the brand for nickel-and-diming every add-on and service. “Opaque booking conditions,” remarks one respondent.

Not surprisingly, an insurance company sits at the very bottom of the German Simplicity Index. “The products are abstract and intangible,” notes one respondent, encapsulating some of the biggest issues with the entire sector. ERGO’s advertising also suffered scathing comments, with respondents calling them absurd.

This financial services company is headquartered in Munich, but its reach is worldwide. Consumers’ main complaint is information overload, with many citing that communications are wordy and confusing. One respondent even bemoaned being unable to distinguish between what is important and what is not. “Far too many incomprehensible clauses,” says another.

One of the biggest pain points with this railway company are its defective and complicated ticketing machines, making it difficult to simply obtain passage on the company’s trains. Another common complaint is frequent train delays, establishing Deutsche Bahn as unreliable. “Last minute changes, no consideration for customers,” remarks one respondent.

Another global player in financial services and insurance, Generali lacks in simplicity for its abundance of fine print and poor customer service. Respondents complain about receiving sluggish answers to urgent queries and cumbersome phone support. In a complicated industry, having stellar customer support is the first line of defense against succumbing to complexity.