In today’s highly-competitive business environment, friction—or the lack of it—can mean losing or keeping a customer, voiding or completing a transaction, and struggling or thriving in the market. Basically, it can mean the difference between failure and success.
Customer friction can be anything from having to wait on hold for half an hour to speak with an agent, to discovering that a company shipped the wrong product. Regardless of where friction happens, customers have little forgiveness for it.
Businesses need to reduce friction as much as possible. No one wants to have to wait on hold for 20 minutes to order a product or speak with a help desk. No one wants to stare at a mobile device screen waiting for content to load or have to parse through a company’s website for relevant information.
Wireless and mobile technologies can play a huge role in helping create or reduce friction—and how businesses deliver mobile experiences for their customers is a key factor in achieving success.
There’s no question that customer experience is now one of the key focal points for enterprises. Professional services and consulting firm PwC noted in a 2018 report that “people are increasingly loyal to the retailers, products, brands and devices that consistently provide exceptional value with minimum friction or stress.”
“Good customer experience minimizes friction, maximizes speed and efficiency, and maintains a human element, embedded within automation, artificial intelligence (AI) or other technologies,” said PwC. “It leaves consumers feeling heard, seen, and appreciated. It has a tangible impact that can be measured in dollars and cents.”
And research firm Gartner Inc. said customer experience “is the new marketing battlefront.” According to the firm’s research, more than two thirds of marketers responsible for customer experience say their companies compete mostly on the basis of these experiences.