A frictionless user path makes for a fluid customer experience that lessens consumer frustration and dissatisfaction. Much of the time, we likely don’t even realize that the experience is considered frictionless because it feels so seamless.
In fact, Wendy Wood, a professor of Psychology and Business at USC, found that 43% of our daily actions run on autopilot and are not driven by an active decision.
Friction creates discontent and thus, produces a roadblock for the consumer to proceed with a purchase or a signup. Friction tends to make things difficult when they should instead be as smooth as possible to retain, and keep customers satisfied.
Our Marketing Assistant Hannah, recently posed the following question to our team here at AC&C Marketing:
How can we as marketers make things frictionless?
Consumers like actions that are easy. These are some examples of brands currently offering frictionless customer experiences:
- The autoplay feature on Netflix increases viewers time spent watching shows on the streaming service.
- Disney MagicBands enable park visitors to enter theme parks, hotel rooms, and make purchases all from one device. This allows the visitor to be able to better focus on their park experience instead of worrying about trivial things like forgetting their wallet or hotel keys.
- With Amazon’s 2-day Prime delivery, customers know and expect to receive their deliveries in a small, allotted timeframe.
- Music festivals like Bonnaroo have presented cashless options to festival goers by presenting the capability to link a credit card to a festival wristband, assuring the music fan is enjoying the experience without needing to worry about running out of cash.
- Uber automatically matches drivers to their next ride, prompting drivers to stay in the app and work for longer periods of time.
With online reviews being as powerful as ever, it is important to make sure customer satisfaction is guaranteed and a frictionless customer experience will help to better achieve that positive result.
According to BrightLocal, 87% of consumers read online reviews for local businesses, and only 48% of consumers would consider using a business with fewer than 4 stars.
Customers hope for and want a positive experience and it is our job as marketers, to make that experience as frictionless as possible.