It’s been a while since I talked about the concepts of friction and convenience. Our customers have learned what it’s like to have a friction-free, no-hassle, convenient experience. They love doing business with the companies that make it easy. If it’s easy to switch companies, they are quick to switch when the experience is less than convenient.
Perhaps the biggest friction point of all with customers is making them wait and disrespecting their time. I recently shared the stage with Jeff Nicholson, global head of CRM for Pegasystems, at the PegaWorld users conference in Las Vegas. Our discussion was all about eliminating friction, especially in the customer support world. Simply put, to stay competitive, we must make things easier for the customer. So, here is a list of areas with opportunities to eliminate friction and displeasure for the customer:
Duration: How long do we make customers wait? It could be on hold
