Category: General Information

 

Friction as it relates to the customer experience is the newest buzzword, and it’s a simple concept to grasp. Friction, simply put, is any obstacle that gets in the way of your customers doing business with you, whether it’s making a purchase, getting the information they need, or providing you with information that will help make their future experiences better.

 

Here are some examples of friction in the customer’s world:

 

1. Shelves poorly arranged or organized, with no visible staff available to help – this makes it hard to purchase items customers need the most

 

2. Lengthy process to join a loyalty program, especially at the point of sale – I was recently in a shoe store and they asked if I’d like to join their loyalty program. After taking the cashier up on the offer, I spent the next five minutes providing her with all of my pertinent information. I regretted accepting the invitation and felt bad for the customers waiting in line behind me.

 

3. If your customer feedback program isn’t getting the response you’d like, are you making the survey too long, causing friction? Make it easy for customers to tell you what they think of your business.

 

4. A long checkout process for web orders. Make it easy for customers to make their purchases. Keep all of the pertinent information, such as delivery cost and time frame, at the beginning of the purchase transaction so it’s clear from the beginning. Don’t surprise customers at the final moment of submitting payment information – this type of friction can lose a sale.

 

These are some basic examples of friction in the customer experience. It’s a good idea to periodically review your stores, procedures, and processes for providing customer service from a devil’s advocate perspective to ensure that you are not creating friction for your customers.

 

 

 

With retailers facing reduced staffing resources, it’s important to make sure customer satisfaction levels stay high. Showrooming is also another real concern – if customers are browsing in your stores and can’t get the help and/or products they need, they will turn to online companies or your direct competitors.

 

One solution to this challenge is utilizing a Customer Engagement Console – we recently launched a video series on this newest service offering, as it has many capabilities and uses. If you missed the first segment, you can find it in the original posting.

 

The second installment of the series focuses on this very challenge – how to keep service levels strong while facing staff reduction. The Customer Engagement Console can serve as a virtual assistant. Place it in high traffic areas near products or services that may require assistance to choose the product specific to a need, and a series of questions can guide customers to the correct product without any sales staff needed!

 

Take a look at the latest video in our series, and be sure to check back often for new releases!

 

 

I have been a Sprint customer for a few years now, and got quite the surprise a couple of weeks ago…..

 

I was checking the mail with my young son, and he handed me an envelope that was addressed to me. Hand written envelope, but no return address. As I am still sometimes five years old, I surmised as to who it could be from (rather than just open it and find out). I saw the post mark was from out of state, and I didn’t recognize the handwriting. It was the size of an invitation, so I thought for a second to see if I could come up with any possibilities of what was inside.

 

After a few moments and coming up empty, I gave in an opened the envelope. It was a simple thank you card, with the front bearing the Sprint logo. Even more to my surprise was a HAND WRITTEN note from a Sprint representative, simply thanking me for being a customer.

 

I stared at the card for some time, partly in awe. There was no reason to send it; I hadn’t been unhappy with the service or called to complain. There was no sales pitch, discount, or marketing material enclosed. Just a simple, hand written thank you card.

 

What a nice surprise on a Monday! More companies should go old fashioned and periodically thank their customers, just for being a customer.

 

Way to go, Sprint!