Guide to Frictionless Customer Experiences

Frictionless customer experience will translate to increased market share and profits, but it is a continuous process of improvement.

Frictionless customer experiences are just as the name implies: they facilitate the sale or signup of customers without resistance. 55% of customers are willing to pay more for a guaranteed good experience, and 86% will pay more for an upgraded experience. 

On the other hand, 91% of customers who have a bad experience will leave without a complaint. A successful business model is not only about a superior product; it is about the delivery and customer interface at every step of the customer journey. Customers don’t want to tell businesses how to improve; they want businesses to anticipate their needs

Read on for our guide to create a frictionless customer experience:

Improve Customer Touchpoints

Customer touchpoints are anywhere that the customer interacts with your company. This includes website, app, stores, customer service hotlines, marketing newsletters, client testimonials, web contact forms, and sample products. Even billboards are customer touchpoints. If the client thinks about your company, that is a touchpoint. 

Identifying customer touchpoints is the first step in improving customer experience. Do the majority of your customers come to a website landing page first? Are they navigating there directly or from a search? What are the popular search terms? Or are they responding to ads placed online, on billboards, or elsewhere?

It is useful to identify the path from initial touchpoint to point of sale, or the customer journey to isolate points of friction. There may be many potential customer paths. What percentage of site visitors make a purchase? What is the open rate of marketing emails? How many customers are shopping in the physical store, and what is the average purchase amount? 

Understanding touchpoints and the customer path allows a business to simulate the experience of the customer and identify weak points where customers lose interest. 

Details Matter

From response times to purchase steps, the devil is in the details. Exceptional customer experience begins and ends with double-checking the details. You can have an exceptional product, and an exceptional website, but if the customer gets stuck at checkout, or can’t get their question answered, you still lose the sale. A few details to check for frictionless customer experience include:

  • How long is the response time from a human?
  • Is the brand consistent across all touchpoints?
  • Does the brand messaging inspire loyalty and offer a clear message?
  • How easy is it to navigate between touchpoints? For example, is the contact us page easy to find?
  • Do marketing emails include a call-to-action?
  • Do all links work from emails and inter-linking web pages?
  • How many steps are there in the buying process?
  • How is the in-store experience? Are items grouped logically for ease of customer flow?

This is just the beginning of the questions to ask when identifying points of friction. It is worthwhile to look at customer feedback for the points with the most complaints. Marketing surveys to improve overall customer experience and impact can also highlight points of friction. 

Restructure to Maximize Impact

Research shows that 85% of customers leaving due to poor service is preventable. Friction is relative to the customer. In order to reduce friction, it is necessary to understand the target customer’s needs, their path to purchase, and their expectations. The business needs to be ready to adapt operations to meet these needs. Omnidirectional business flows and customer path will allow the company to adapt to the needs of various market sectors or customer profiles.

In the area of customer service, for frictionless customer experience, integration and efficiency is essential. The customer should be directed to an expert who can help them and not have to reiterate their problem.

Likewise, responsibilities and assignments need to be clearly delineated to curtail duplicate work and maximize efficiency. 


It is worthwhile to rate each of the customer touchpoints on the basis of importance. A brick-and-mortar shop with a small website will give greater priority to the on-site customer experience, while the website and app will be top priorities for a business based online.

Prioritizing touchpoints to track the customer experience will allow the company to improve the most essential points of business first, and then build out the others.  

Optimize Experiences

Frictionless customer experience will translate to increased market share and profits, but it is a continuous process of improvement. It requires relentless assessment of the customer path and improvement of all customer experiences to remove inconvenience and meet the customer’s needs. 

Ultimately, frictionless customer service is the way your company states through actions that the customer comes first. Continuous research, feedback, and internal assessment will allow companies of all sizes to reduce friction in the customer experience. Frictionless customer service reduces the resistance to purchase, leading to improved trust, sales, upsells, and referrals for sustained, long-term growth. 


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