![\"Unhappy](\"https:\/\/www.customerservicemanager.com\/wp-content\/uploads\/2019\/06\/uncust.jpg\")
\nOur customers have learned what it\u2019s like to have a friction-free, no-hassle, convenient experience. They love doing business with the companies that make it easy. If it\u2019s easy to switch companies, they are quick to switch when the experience is less than convenient.<\/p>\n
Perhaps the biggest friction point of all with customers is making them wait and disrespecting their time. Simply put, to stay competitive, we must make things easier for the customer. So, here is a list of areas with opportunities to eliminate friction and displeasure for the customer:<\/p>\n
Duration:<\/strong> How long do we make customers wait? It could be on hold for customer support or in the waiting room of a doctor\u2019s office. Waiting is friction. Wasting our customer\u2019s time is friction. That little recording you hear when you\u2019re on hold should say, \u201cYour call is NOT really that important to us. Otherwise, we wouldn\u2019t make you wait!\u201d<\/p>\n Memory:<\/strong> I\u2019m always frustrated when I call a customer support number that I\u2019ve called in the past and have to retell my story. Same goes for when I\u2019m transferred to another person. There is no reason for this. Employees should be armed with information about the customer\u2019s past calls, purchases, and any other interaction they have had with the company. Making a customer repeat their story is a waste of time. It\u2019s friction!<\/p>\n Consistency:<\/strong> Consistency isn\u2019t the problem. It\u2019s lack of consistency. Specifically, I\u2019m referring to inconsistent information. One day I called my cellular provider with a question about an international calling plan. I didn\u2019t like the answer I got, so I called back and a different agent gave me a different answer. My assistant asked me which plan I thought was correct. I jokingly said, \u201cthe one with the lower price.\u201d Inconsistent information derails confidence and trust.<\/p>\n Empowerment:<\/strong> When we talk about empowerment, we\u2019re usually referring to empowering employees to take care of the customer. In this case, it\u2019s empowering the customer to take control of their situation. Self-service tools are a powerful way to take care of the customer\u2019s questions and problems quickly and efficiently. Customers like a good self-service solution.<\/p>\n Proactiveness:<\/strong> With today\u2019s technological capabilities, why should a customer have to reach out for help to begin with? In many instances, companies can know a customer is having problems before the customer does. Predictive support will soon become a customer expectation.<\/p>\n In truth, there are lots of ways we can eliminate friction for our customers. The above list is a reminder of the most painful points of friction, meant to give you an idea of where to start. So, take a look at your business. Listen to your employees and, most importantly, your customers. Where do they encounter friction? And what can you do to eliminate that?<\/p>\n Give your customers the experience they expect and deserve\u2014one that is easy, convenient, and friction-free.<\/p>\n