More choices are good for a business looking to expand its product portfolio or customer base. But for customers or clients, more choices is undesirable. As this means more time spent comparing them, and more effort to make a decision.

Think of Google Map navigation. You enter your destination and it reccommends the best route based on traffic and road conditions. It doesn't just present you with every possible route and tell you to choose what you like.

Good operation and process flows has to work the same way. Clients should not have to understand the different layers of internal operations and spend time and effort in choosing the best. The operation function has to design the optimised flow and present the most suitable one to the client, by default.

Operational excellence is in absorbing complexity internally so that clients experience simplicity externally.