Examples of friction include long wait times, difficulty finding contact information on the website, … [+]
Customers hate friction. They want an easy, hassle-free, hassle-free experience. In short, they want convenience. Our 2022 Customer Experience Survey Finds:
· 70% of customers will pay more if they know they’ll get a better experience.
· 75% will switch to a competitor if they find it more convenient to do business with them.
· 68% of customers say a convenient customer experience alone will keep them coming back to a brand or company.
Examples of friction include long wait times, difficulty finding contact information on the website, and too many steps to purchase online. Frictionless It goes unnoticed until you notice it. At some point, your customers will realize how easy it is to do business with you and they will love it. In fact, as the survey results show, they love it.
There are several books focused on creating frictionless and convenient experiences.Initially effortless experience Focused on customer support experiences by Matt Dixon, Nick Toman, and Rick Delisi.Then came my book convenience revolution, which includes not just customer support, but the entire customer experience. This was followed by some excellent contributions on the subject. frictionless tissue By Bill Price and David Jaffe.
Bill Price was Amazon’s first Global Vice President of Customer Service. When Jeff Bezos interviewed Price for the job in his 1999, he asked Price what his philosophy was for running customer service. Price replied, “The best service is no service,” and this became the title of his first book. Price believes the best customer experience is when everything is set up properly so you don’t have to contact customer support.
Of course it is perfect and perfection is not real. Amazon may have performed perfectly on its side, but UPS, USPS, FedEx and other shipping companies take over once the package leaves Amazon’s warehouse. Who do customers call if they lose their package? Amazon, of course. Even if it wasn’t Amazon’s fault, they took the call and of course took responsibility for the problem.
Price knows that frictionless experiences often go unnoticed by customers until they understand why they prefer to do business with a company or brand. But it is recognized by companies that offer experience. This comes in the form of high customer satisfaction scores such as NPS (Net Promoter Score). Increased repeat rate and loyalty.
In their book, Price and Jaffe share some reasons why all businesses should be frictionless.
1. Reduce costs by eliminating friction – Setting up a simple process for your customers (and employees) is expensive, but the ROI far exceeds the investment. If it’s easy to do business with a company, you won’t get as many customer support calls, which can significantly waste your customer service budget. Websites are more effective. more.
2. Being frictionless drives customer and revenue growth – Price’s Amazon experience proves that high customer satisfaction scores lead to more business. Amazon has the best reputation in the business world and its growth proves this model works.
3. Being frictionless gives you a real competitive advantage – The statistics at the beginning of this article prove that point. No/low friction and convenience help keep businesses out of competition.
Four. Being frictionless keeps your business alive – The past few years have put the best business leaders to the test. Surviving through supply chain issues during the pandemic and the current recession proves that the best companies can survive with the right strategy.The frictionless experience is more important than ever .
When I interviewed Price on Amazing Business Radio, he made the perfect closing comment for this article. “It doesn’t matter what kind of business you have. The key is that your customers want things to be easy. Make it really simple and easy for them or someone else will.”
