Have you ever waited too long to be served in a restaurant, or visited a website that took forever to load? If you have, then you’ve experienced instances of customer friction, which is defined as anything that makes a person hesitant to move through a sales funnel to purchase products or services, or anything that prevents them from returning for more purchases.
If not dealt with, customer friction can affect every aspect of a business negatively, from marketing and sales to reputation — in part because there’s so much power in the spoken words of existing customers. One who has had a bad experience will tend to share it with others and/or warn them not to do business with you.
