Friction in Customer Experience is Not Always a Bad Thing; Here's Why

The Intuitive Customer - Helping You Improve Your Customer Experience To Gain Growth

Friction occurs when a customer has to work or think hard during an experience. Many times, friction is accidental or the result of organizational apathy. In these instances, friction is a bad thing.

Friction is rarely a good thing in a Customer Experience. However, there are times when it can be beneficial.

For example, when your bank uses two-factor authentication to ensure you are who you say you are. This friction enhances customers’ feelings about an experience.

So, how do you know the difference? It depends on the context.

For example, Disney and Apple have annoyed Colin. Typically, he sings these two brand’s praises, so this friction surprised him.

Both require Colin to make appointments for his experience, which bugs him. Disney has a new program where you book appointments before you arrive to ride an attraction at a certain time. They charge for it, too. Apple requires you to book an appointment in one of their locations rather than turn up with your questions. (But Apple doesn’t charge for this service.)

While Colin is still determining if the Disney program will improve the experience, he is sure this new process will be more hassle than the previous one. Time will tell whether it will be worth it.

Regarding Apple, the friction of booking an appointment has benefited Colin. He isn’t turned away because everyone is “too busy” to deal with him when he arrives at his appointed time.

So, while Colin would rather Apple was always available when he shows up at a retail location, making the appointment—and the friction it introduced—has provided value for him.

In this episode, we delve into friction in Customer Experiences, exploring when it's beneficial and detrimental. We provide examples illustrating how friction can enhance or hinder customer interactions, shedding light on its nuanced role in shaping perceptions and behaviors. By understanding the multifaceted nature of friction, businesses can unlock new opportunities for customer engagement and loyalty.

You will also learn the following:

• The advantages of removing friction and making things easier for customers.

• The prevalence of accidental friction stems from neglect or apathy rather than deliberate strategy.

• Examples of deliberate friction in various industries, from amusement parks to luxury restaurants, and the underlying psychological mechanisms at play.

• The importance of finding the right balance between security measures and customer convenience, avoiding excessive friction that may deter or frustrate customers.

• Strategies for strategically managing friction to align with broader business goals while prioritizing customer satisfaction and ease of interaction.