
Have you ever suffered an annoyance or inconvenience and wondered how this had not been addressed yet in the year 2024? You likely feel the same whenever your bank freezes your debit card in the middle of a store because it improperly detected the chance of fraud or when your internet provider undergoes an outage, leaving you unable to access your online accounts.
Friction happens, and it will likely remain a predictable element of our world despite how much the internet has improved convenience. But as we run our own businesses, doing our best to limit the friction a customer experiences and deals with is essential. Downtime is money, so to speak, but you can also deter new and repeat customers should your business take too much time and frustration to deal with, even in marginal ways.
In this post, we’ll discuss a few elements of business friction, and how you can remove it for good. Without further ado, let’s begin:
Business Security Friction Is Acceptable
Security friction is the kind of inconvenience most people will tolerate, provided it’s handled correctly. It’s an expected part of the modern online experience, especially with how even major institutions are often targeted and victimized by cyber threats.
People would prefer to suffer a little annoyance than to have their financial data leaked. So when businesses implement strong security measures, customers generally understand that a little extra time or effort, such as 2FA or identity checks, are necessary. Just explain it well.
Business Payment Friction Is Unacceptable
At the point of payment, customers have already decided to buy. They are committed. At this stage, introducing friction, be it through outdated or overly complicated payment processes, rejected transactions without clear reasons, or limited payment options such as not having a smart terminal available can make things seem so much more annoying than they should be.
That is why one-click payments are so easy. Don’t make it hard for customers to give you money safely.
Customer Support Friction Is Acceptable
Customers don’t necessarily expect support staff to be perfect. They understand that mistakes happen, and when they do, what matters most is how the company responds and that people can only do so when working their shift pattern. This is where customer support friction can be acceptable if the response they do get is swift enough (preferably within 24 hours), helpful, and polite.
Customer Rights Friction Is Unacceptable in Businesses
As a business owner, you have a responsibility to not only sell products and services, but also to provide excellent customer support. However, this support should never come at the cost of your customers’ rights. After all, your customers are the lifeline of your business and without their satisfaction and trust, your success is left hanging in the balance.
It’s understandable that sometimes there may be a wait for customer support, especially during busy times. But when it comes to anything that impedes your customers’ rights, it is simply unacceptable. This includes any barriers that prevent them from receiving appropriate refunds, lodging complaints, or exercising their statutory rights.
An unclear or non-existent returns policy, or other agreements that have not been explicitly opted out of, can also leave your customers vulnerable and potentially result in a loss of their hard-earned money.
In today’s world, where social media and online review platforms hold significant power, a dissatisfied customer has the ability to cause serious damage to your business’s reputation. And in extreme cases, they may even take legal action to seek compensation for their negative experience. This is why it is crucial to carefully manage and review your business policies to ensure they are fair and in line with customer rights.
Final Thoughts
In a world where convenience and ease of use are paramount, it’s crucial for businesses to pay attention to the amount of friction their customers experience. While security measures are expected and acceptable, any level of payment or customer support friction can lead to frustration and missed opportunities. On the other hand, impeding customer rights is completely unacceptable and can lead to significant consequences.
As business owners, it’s our responsibility to continually evaluate and improve our processes to minimize friction and provide a seamless experience for our customers. Keep that in mind, and you’ll be sure to have happy, loyal customers who keep coming back for more.












