Friction Is The Enemy Of Customer Experience Essay example
It frustrates the customer, annoys your team, and stops business growth. And if friction remains within the buyer’s journey, it can stop future sales.
Studies report that “51% of B2B companies avoid vendors after a bad customer service experience with them.” That’s why, it’s important to remove the roadblocks hindering your customers from completing their purchases.
Kathi Kruse of Kruse Control takes a different perspective. She writes:
“You’re not in the business of selling things, you’re in the business of helping people buy things. The best way to help people buy the things you sell is by reducing customer friction points along the way.
It’s time to get rid of friction once and for all.
The Impact of Friction
Research uncovers that “78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience.”
To the customer, friction is simply poor customer service. This includes complicated checkout forms and hard to submit buttons.
When a consumer struggles in sales process, they don’t blame themselves and try to figure out a solution. Instead, they abandon your website and seek out your competitor.
Not only does friction block people from engaging with your brand, but it also reflects poorly on your company’s quality of service.
Experts tell us that “good service really does matter—and that bad service can harm your business.”
Aim to make a good first…