Too often, organizations take the opposite approach. They do data scrubbing to get rid of duplicate records, misspellings, different abbreviations for the same word and that sort of thing. Any database administrator goes through that anyway for any kind of reporting, but it doesn't really benefit the front end. We coach our accounts to take that additional step and figure out what they want first. It shortens the implementation time and increases the chances of success.
People mistake user friendliness for familiarity.
If somebody is familiar with something, they tend to think it's easy to use. Good question, isn't it. More often than not, the answer is never. What they're saying is that, each time they do something using technology, it's an iterative process. User friendliness should be the ability of the solution provider to reduce the number of iterative steps and the amount of time it takes to get the job done.