When it comes to customer experience, friction is as frowned upon as confusing web design and poorly trained staff. It annoys consumers and can cost sales. At least that’s been the prevailing view of businesses in recent years. But what if they’re wrong? What if some friction is (whisper it) a good thing?
“Businesses have the current mindset that the pinnacle of great customer experience is a frictionless transaction,” says Amir Nooriala, chief commercial officer at Callsign, which provides identity authorisation and authentication solutions. “Instead, customer experience is increasingly about creating a personalised journey that delights the customer.”