1. Is changing... everyday..
2.. Wants it now
3. Has divided attention ( fb, snapchat, Netflix, DVR, Youtube, IG, Pandora, Podcasts, Fb Watch, Fb Marketplace, etc etc )
4. Has everything delivered
5. Communicates in multiple ways ( Text, Fb Messenger, Direct Message, Email, Cell Phone)
6. Values TIME and efficiency
What is Customer Friction
Imagine that you want to go to a local store to purchase athletic shoes. They are suppose to open at 9 am but you have to wait until 9:10 for the doors to open. You browse the options and wait for 10 minutes a salesperson to assist you by retrieving your size. Its your lucky day, they had your size! Then you wait in line to purchase, once its your turn, they tell you the shoes were mislabeled and they cannot give you the sale price you were anticipating.
This bricks and mortar example may sound familiar - There is just as much customer friction during the online shopping experience. No matter where the friction, it frustrates your customer and they will probably move on and purchase from someone else.
Identify Points of Friction
Bad user experience on your website
Unpleasant or uneducated salesperson
Poor customer service during purchase
Not responding quickly to questions or issues
Why does it Matter
Poor user experience creates the perception that their business is not a priority
Another option is a click away
Whether its online or in person, word of mouth is still king
Ways to Reduce Customer Friction Points
Identify your customer and their problem, pain points, etc
Invest in good design. Your website's design should be clean, simple, functional, and downright enjoyable for your customer. Make them want to shop.
Make sure your product is showing up where your customers attention is - Social Media News Feed, Email, etc
Use and Create Clean Persuasive Content
All or your content ( website, blog, social media, email marketing) should be clear and to the point and of interest to your identified customers
Train Your Staff
Human Interaction will always be necessary and will control the tone of every interaction and contribute to your companies market perception. Think enthusiasm, product knowledge, responsiveness, positivity, empathy!
Anticipate the Questions/Needs
Establishing and maintaining good communication during the buying journey instills trust in your company. Think immediate responses, FAQ pages on your site, real time notifications of the shipping process.
Foster Customer Relationships
When the transaction is complete the relationship should not be over. Collect emails and information and give them further value or reasons to make repeat purchases.
Customer Friction can spell disaster for your company. Effort, responsiveness, and empathy will carry you far!
Need some help reducing friction - Contact us