Every business owner wants to attract new customers. The real challenge is getting them to come back. That’s why companies spend so much time agonizing about pricing, advertising, products, and promotions. Those things matter, of course. But customers often make their decisions based on something much simpler than all that. They decide based on how easy it is to do business with you.
That’s where friction points come in. A customer friction is anything that creates unnecessary effort, confusion, delay, or frustration during the customer experience. Sometimes it’s obvious. More often, it’s hidden in processes and routines that employees and managers no longer notice because they’re so inured to it.
You Know the System. Your Customers Don’t.
One of the biggest challenges business owners face is familiarity. You know your own website. You know your policies. You know where to click, whom to call, and what forms need to be completed to make something happen. Your employees hopefully know those things too.
But customers don’t. Nor should you expect them to.
A process that feels simple from the inside can feel confusing to an outsider. Think about the last time struggled to locate a restaurant’s menu online or waited several minutes before anyone acknowledged you at the front. None of those issues are catastrophic on their own. They simply make the experience harder than it needs to be. And these nuisances add up.
The same thing happens in every industry. A customer may struggle to find contact information, navigate a website, understand a policy, or determine who can answer their questions. When customers have to work harder than expected, frustration mounts.
Small Frustrations Add Up
Most customers don’t leave because of a single bad moment. Instead, they experience a series of small inconveniences that gradually wear down their patience until they snap.
Maybe the phone rings too long before someone answers. Then they get transferred too many times. Then they have to repeat the same information they already provided. Later, they send an email and wait several days for a response.
Customers compare every interaction they have with every other business they patronize. Companies that make life easier tend to earn repeat business. Companies that create obstacles often lose customers without ever realizing why.
The frustrating part is that many businesses never hear about these problems. Customers rarely take the time to explain every small annoyance they encountered, only bothering when something major occurs. Instead, they simply decide not to return.
Why Mystery Shopping Reveals Hidden Friction
This is one reason mystery shopping remains such a valuable customer experience tool. Managers and owners see their business through the lens of experience and familiarity. Mystery shoppers see it through the eyes of a customer.
Shoppers notice whether the phone was answered promptly. They experience the online inquiry process. They observe how employees communicate, whether information is consistent, and how easy it is to get help when questions arise.
Just as importantly, they identify the small obstacles that may seem insignificant internally but have a major impact on the customer experience.
We’ve seen businesses discover missed phone calls, confusing communication, inconsistent service standards, and unnecessary customer effort that had gone unnoticed for years. Once identified, these friction points can often be corrected quickly, leading to a smoother experience for customers and stronger results for the business.
Find the Obstacles Before Your Customers Find a Competitor
Every customer interaction either moves someone closer to doing business with you or gives them a reason to look elsewhere.
For more than 30 years, The Brandt Group has helped businesses uncover hidden friction through mystery shopping programs, customer feedback initiatives, and leadership development services.
If you’d like an objective look at your customer experience and the barriers that may be standing between you and greater customer loyalty, contact The Brandt Group today.
Small improvements create big results.
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