‘Frictionless’ is 2018’s biggest customer experience buzzword

Faith Ocampo Published on December 19, 2017

In this age when markets are teeming with equally brilliant products, the question is no longer “Who does it better?” but “Who delivers it better?”

A few years back, the consumer spotlight was on the brands that created the best innovations. Impressive products were what made customers happy.

couple happily online shopping on ecommerce website using laptop

Take Apple for example.

Everybody was surprised when Apple, a tech company that developed mostly desktop and laptop computers, ventured into the mobile phone industry and unveiled the iPhone.

It was among the first mobile phones that dropped the physical keyboard in favor of a full capacitive touchscreen. It was a tiny, handheld computer that can do plenty of things. At the time, there was nothing quite like it in the consumer tech niche.

And so the game was over, and Apple won it. Over Nokia. Over Motorola. Over other frontrunners in the mobile phone industry at the time.

Now, however, brands’ and customers’ priorities have changed. Of course, good products will always have an undisputable value, but it appears it’s been relegated to just another one of consumers’ expectations. Probably because the market’s saturated with equally brilliant products, people started looking past what brands can offer and are now placing more value on how they’re offering it.

From product-centric to people-centric

In the contemporary marketplace, brands no longer pay isolated attention to their products. Instead, they’ve begun to look at their products within a context. Are they making the right products that capture what customers want? Are they delivering these to the right customer at the right time through the right channel? This approach is more customer-centric, experience-focused, and hence more holistic.

The ensuing business competition thus became largely driven by people’s emotions: Who can make customers happy? Who do customers trust the most? Who can make people’s lives easier? Customer experience—not impressive products—is now the best brand differentiator and the most powerful weapon for business success.

Taking it a step further: the frictionless experience

The brands that are truly revolutionizing the consumer experience are the most proactive ones. These brands anticipate their customers’ needs then address those needs before customers even realize they have them. In doing so, these companies create a “frictionless” experience—hassle-free and effortless.

But before you can do this, it’s worth looking at what “frictionless” means. This is how customer experience expert Don Peppers, founder of management consulting firm Peppers & Rogers Group, defines the concept:

“…the ideal customer experience should be designed to be frictionless. The ideal experience would require no extra effort on the customer’s part, it wouldn’t require the customer to repeat anything they’ve already said, and wouldn’t pose any obstacles to meeting the customer’s need.

Probably, in fact, the ideal customer experience would be no experience at all, to the customer. That is, the only thing the customer would ‘experience’ would be the elimination of whatever need or problem drove them in the first place. So when you design your own company’s customer experience, you should aspire to that goal—the goal of receding from the customer’s awareness altogether, fading into the background of the customer’s life, never to cause a worry or require a task of any kind.”

One of the brands closely emulating these principles is Amazon. Though currently a prototype open to Amazon employees only, their new convenience store called Amazon Go is an interesting example. The store makes use of sensors and other technologies to identify the products that customers pick up, re-shelve, and add to their virtual shopping cart. After shopping, customers can just head out without having to stand in long checkout lines. Their Amazon account will then be automatically charged.

Car-hailing apps Lyft and Uber, which became popular in recent years, are another good example. With an app, they enable their users to book a cab to pick them up and take them to their destinations. With these services, they eliminate the hassle of waiting for taxis outside or competing with other cab-waiting passengers to grab a ride.

Innovative processes, not products

smiling man holding mobile phone

Customer experience—not impressive products—is now the best brand differentiator and the most powerful weapon for business success.

Notice anything similar among these companies? They don’t offer new products. What they offer is a different and much more convenient way of doing things. They focus on the customers’ journey and provided an easy way to get customers from point A to B. And in doing so, they deliver a frictionless experience.

The framework behind this, however, is much more complicated. For this to work, brands must manage customer information well. We’re talking about browsing histories, credit card information, people’s locations, product preferences, and even day-to-day schedules. Plus, they must effectively leverage different technologies and integrate them with their customer support system. It’s a lot of work, but the brands that can make this work will be setting the bar for the ideal consumer experience.

In the coming years, we can surmise that delivering frictionless customer experiences will be brands’ biggest and most important goal. We’re entering an age wherein companies will be focusing less on products. Rather, they’ll be thinking of ways to allow customers to maximize and enjoy their products—that is, through innovative and frictionless experiences.

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.
Join us on facebook
Open Access BPO 8 hours ago
To deliver great #CustomerExperience, you need a team of passionate employees.
But if your #CallCenter agents are suffering from 𝗽𝗼𝗼𝗿 𝘁𝗲𝗮𝗺 𝗱𝘆𝗻𝗮𝗺𝗶𝗰𝘀 and 𝗹𝗮𝗰𝗸 𝗼𝗳 𝘁𝗲𝗮𝗺𝘄𝗼𝗿𝗸, it's time for you to step in.

To heighten #EmployeeEngagement in the #ContactCenter, consider these coaching strategies: https://buff.ly/3LLT9YJ

----------
For quality #outsourcing frontlined by diligent, skilled #CX experts:
OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#EmployeeManagement #CXTraining
Open Access BPO 10 hours ago
As we zero in on tech-savviness and language proficiency as the most desirable qualities among #CallCenter reps, are we overlooking equally critical #CustomerService skills?

These are the 6 of the most underrated #CustomerService skills all #CX agents must have: https://buff.ly/3F1tiIq

----------
We hire, train, and manage for excellence.
Let us show you how our #CSat experts can help your brand skyrocket: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
Open Access BPO 13 hours ago
Exceptional #CustomerExperience is key to building brand loyalty and driving success.
Adding value takes it to the next level.

But what does that even mean? And what can you do to make it possible?
Find out now: https://buff.ly/46fYT5o

----------
Outsource now to give your customer the best #CX they deserve:
OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport #CustomerService
Open Access BPO 3 days ago
𝗔𝘁 𝘁𝗵𝗲 𝗵𝗲𝗮𝗿𝘁 𝗼𝗳 𝗲𝘃𝗲𝗿𝘆 𝗲𝘅𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝗮𝗹 #𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗶𝘀 𝗮 𝗿𝗲𝗺𝗮𝗿𝗸𝗮𝗯𝗹𝗲 𝘁𝗲𝗮𝗺 𝗹𝗲𝗮𝗱𝗲𝗿 𝘄𝗵𝗼 𝗸𝗻𝗼𝘄𝘀 𝗵𝗼𝘄 𝘁𝗼 𝗶𝗻𝘀𝗽𝗶𝗿𝗲 𝗮𝗻𝗱 𝗲𝗺𝗽𝗼𝘄𝗲𝗿 𝘁𝗵𝗲𝗶𝗿 𝘁𝗲𝗮𝗺.

This week's #LinkRoundup lists down the ways #CallCenter leadership is instrumental in developing #CustomerSupport that empowers #CX for brands: https://buff.ly/3tfmzbq

• 𝗛𝗼𝘄 𝗚𝗿𝗲𝗮𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗖𝗮𝗻 𝗛𝗲𝗹𝗽 𝗮 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗛𝗮𝘃𝗲 𝗟𝗼𝘆𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀
https://buff.ly/46ssJmB

• 𝗧𝗼𝘂𝗴𝗵 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀 𝗔𝗹𝗹 𝗖𝗮𝗹𝗹 𝗖𝗲𝗻𝘁𝗲𝗿 𝗧𝗲𝗮𝗺 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 𝗠𝘂𝘀𝘁 𝗠𝗮𝗸𝗲
https://buff.ly/3PVKHYn

• 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗧𝗲𝗰𝗵𝗻𝗶𝗾𝘂𝗲𝘀 𝗘𝘃𝗲𝗿𝘆 𝗖𝗮𝗹𝗹 𝗖𝗲𝗻𝘁𝗲𝗿 𝗠𝗮𝗻𝗮𝗴𝗲𝗿 𝗠𝘂𝘀𝘁 𝗔𝗽𝗽𝗹𝘆
https://buff.ly/3ZHL9xO

• 𝟭𝟬 𝗦𝗸𝗶𝗹𝗹𝘀 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝗲𝗿𝘃𝗶𝗰𝗲 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 𝗠𝘂𝘀𝘁 𝗛𝗮𝘃𝗲
https://buff.ly/3ZxxwBf

• 𝗧𝘆𝗽𝗲𝘀 𝗼𝗳 𝗜𝗻𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝗖𝗮𝗹𝗹 𝗖𝗲𝗻𝘁𝗲𝗿 𝗟𝗲𝗮𝗱𝗲𝗿𝘀
https://buff.ly/3PVKHHR

• 𝗖𝗮𝗹𝗹 𝗖𝗲𝗻𝘁𝗲𝗿 𝗥𝗲𝗱 𝗙𝗹𝗮𝗴𝘀 𝗧𝗵𝗮𝘁 𝗣𝗼𝗶𝗻𝘁 𝘁𝗼 𝗣𝗼𝗼𝗿 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽
https://buff.ly/3ZC4UXt

• 𝗚𝗿𝗼𝗼𝗺𝗶𝗻𝗴 𝗙𝗿𝗼𝗻𝘁𝗹𝗶𝗻𝗲 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀 𝗮𝘀 𝗖𝗮𝗹𝗹 𝗖𝗲𝗻𝘁𝗲𝗿 𝗟𝗲𝗮𝗱𝗲𝗿𝘀
https://buff.ly/3Zyx3Pd

----------
Open Access BPO's rigorous recruitment, training, and continuous development ensure that only the best specialists will work and lead your ops.

Contact us today: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
Open Access BPO 3 days ago
Receiving a negative performance review can be challenging, but it doesn't have to signal the end of the road.

Instead, it presents an opportunity for personal and professional growth, allowing you to return even more resilient and determined.

Read our blog post right now: https://buff.ly/469BCSj
And let's explore:
• the importance of recovering from a bad performance review;
• the causes of performance failures; and
• how to determine the best course of action to address these challenges

----------
Contact us today and find out how our 24/7 multichannel services (in over 30 languages) can upgrade your #CustomerExperience: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerSupport #CustomerService
Open Access BPO 4 days ago
Knowing what influences customer expectations is the first step to improving your relationship with your customers.

Here are 7 things that can guide you: https://buff.ly/3tfzni4

----------
Cultivate your customer relationships with our smart business solutions: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerExperience #CX
#CSat #CustomerSupport
Open Access BPO