What is Frictionless Service?
Frictionless service means never getting in the way of the moments that serve customers. They expect a seamless experience with the brand – not the channel. Enable customers to begin or end an interaction through any channel they choose to provide them the omnichannel conveniences that are now table stakes.
Create a seamless experience for customers to interact with your brand in context of their everyday life.
No single person – or even department – owns the entire journey or responsibility for making it seamless. That means having an effective enterprise digital strategy in place is crucial to creating a frictionless customer experience. It provides direction and serves as a unifying guide the organization can rally around.
Starting with a customer-centric mindset is key to identifying and reducing friction points in a customer journey. An “outside-in” thinking approach will allow the organization as a whole (not just a single business unit) to prioritize customer needs and expectations.
Customers don’t think in terms of channels or product lines, they just think about the brand. They want brands to understand their needs and help them on their journey, no matter what channel or business unit they are interacting with.
