• Leigh Fowler

Reduce Customer Friction

Updated: Jun 5, 2018

Your Customer:

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

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Studio 110 Works

910.770.3151

leigh@studio110works.com