Frictionless Marketing

The best way that I have found to increase customer happiness and longevity is to reduce friction. Friction is anything that slows down the momentum of the customer experience.

It could be a lengthy contract full of legal babble, a silly or an outdated policy (or policies), an unremarkable product or service, a confusing invoice or serving time in CSJ (Customer Service Jail: Long, forced wait times while calling Customer Service – cue the evil laughter!).

Whatever the cause, friction can slow down a good thing and may even cause the customer experience to derail. Spend time this year looking for anything that may slow down a customer’s good will and try your best to eliminate it (or at least reduce it). Make 2008 the year of Frictionless Marketing.

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5 Responses

  1. Great post – and something to think about whenever you do anything that will ultimately interact with your clients.

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  3. As always, you have a great way of simply communicating a memorable name for a common problem.

    Here’s an example. My company is launching a product this year just regionally as a test launch. For multiple, somewhat inescapable reasons, we aren’t including the batteries (4 AAs) with the product, which are required.

    However, for our national launch, I suggested including batteries a couple days ago. My boss, who is extremely operational in his mindset, immediately said that would add to our cost, sacrifice our margins, plus he has a drawer of batteries at home for just such occasions, and we do mention on the package that “batteries are sold separately.”

    But not including the batteries always create friction. It’s less than optimal. It leaves the door wide open for a bad experience.

    (Luckily, I think my boss is coming around . .. if I can find really cheap batteries, that is).

  4. @Jason – Thanks for stopping by and joining in.

    @Brett – Friction is a personal thing. For your boss, it sounds like it is not a problem when batteries are not included. For others, they may not even bother with the product or if it is a gift, it can be given with an apology (“I’m sorry it did not come with batteries”). An apology is not a good way to begin your experience with a product. But it sounds like you’ll get it squared around.

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