Unlimited Choice

Without question, a free market economy with more choice is far better for consumers financially. However, considering too many choices can actually decrease customer satisfaction with any choice and disrupt peace of mind. Yesterday, my scientist daughter Gina mentioned that she had recently read a book on the subject, and it definitely reinforced my gut instinct on the matter.

In the 21st Century, consumers now may spend hours, days or even weeks rummaging through web pages searching what, for all intents and purposes, is an infinite number of choices. Frequently, this results in a paralysis that stops them from deciding on any choice. In other words, they waste all of those present moments on a futile effort with nothing to show but a sense of unease or even ulcers. When you think about it, in fact, the words unease and disease have a lot in common.

If these frantic shoppers are able to reconcile all the information they gather from diverse and frequently contradictory sources to make a decision, however, they find themselves second guessing their choice. They may never be able to put the matter to bed. They wake up wondering if they should have chosen that other one that cost a little more, of if they paid too much for that extra service. They may find themselves checking their Blackberries and generic sale inserts in newspapers long after it makes any difference to be certain they didn't make a mistake.

To paraphrase a comedian whose name escapes me, have you ever noticed that when you lose something, you always find it in the last place you looked? That's because you're crazy if you keep looking after you find it. That's obvious with your car keys or remote control, but it's also true when you buy something.

If you find this shopping process enjoyable, far be it from me to disrupt your fun. I sometimes have people squeeze a phone call or e-mail to me into the middle of their frantic search through unlimited choices for a vacation. I try to get them to be present in the moment and share who they are so that I can find the right cruise for them, but frequently they prefer to focus on what they learned before contacting me (usually focused on price) rather than sharing who they are. I'm happy to have the opportunity to check prices, and if they'll allow it, I'll offer what might be a better alternative, but frequently they are too busy to listen.

As someone who studies cruises every day, the greatest service I have to offer my clients is to limit choices from unlimited to a handful that would best meet their preferences and needs. I always find the best deal available at the time of purchase as a national top-producing agency for cruise companies and land packagers, but a special available one day might not be available the next.

If an applicable promotion becomes available after purchase, I am happy to improve the deal. To be clear, there sometimes may be promotions availabe after booking that are NOT applicable because they are limited to new bookings only. This happens most frequently with last minute deals.

Speaking of last minute deals, I've found that when I send out a list of what would objectively be considered equally great bargains, few people buy any. If I choose just one or two from the list that I think my clients would value, however, I am more likely to find a taker. If you want less stress and greater peace of mind, remember: "Better service leads to better trips."