‘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 23 hours ago
𝗢𝘂𝗿 𝗗𝗮𝘃𝗮𝗼 𝗰𝗼𝗹𝗹𝗲𝗮𝗴𝘂𝗲𝘀 𝗰𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗲𝗱 𝘁𝗲𝗮𝗺 𝘀𝗽𝗶𝗿𝗶𝘁 𝗱𝘂𝗿𝗶𝗻𝗴 𝘁𝗵𝗲𝗶𝗿 𝗿𝗲𝗰𝗲𝗻𝘁 #𝗗𝗮𝘃𝗮𝗼𝗦𝗽𝗼𝗿𝘁𝘀𝗙𝗲𝘀𝘁 𝗵𝗲𝗹𝗱 𝗿𝗲𝗰𝗲𝗻𝘁𝗹𝘆.

During the event, our ops and non-ops teammates put their athletic and strategic skills to the test through five different games:

• Chess
• Scrabble
• Badminton
• Volleyball
• Basketball

Congratulations to all winners, and see you all in the next Sports Fest!

#WeSpeakYourLanguage
#EmployeeEngagement #WellnessAtWork
#HealthyWorkplace
Open Access BPO Yesterday
𝗚𝗿𝗲𝗮𝘁 #𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝗦𝗲𝗿𝘃𝗶𝗰𝗲 𝗶𝘀 𝗮 𝗯𝗿𝗮𝗻𝗱'𝘀 𝗴𝗼𝗹𝗱𝗲𝗻 𝘁𝗶𝗰𝗸𝗲𝘁, 𝘄𝗵𝗶𝗹𝗲 𝗽𝗼𝗼𝗿 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗶𝘀 𝗮 𝗿𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 𝗸𝗶𝗹𝗹𝗲𝗿.

To avoid poor customer service, it's important to know what mistakes your #CustomerSupport agents commit.
If you want to prevent customers from seeing your brand as apathetic.

Here are 3 qualities to steer clear of to ensure stellar #CustomerExperience: https://buff.ly/4bmLsmI

----------
Don't let bad #CX hold you back.
Partner with a customer experience expert today and start exceeding #CustomerSatisfaction: https://buff.ly/3URcMSK

#WeSpeakYourLanguage
Open Access BPO Yesterday
Providing excellent #CustomerExperience is the best way to retain customers, ensure loyalty, and acquire new ones.

Good thing there are a lot of ways to ensure a pleasant #CX such as these: https://buff.ly/3V7fpS1

----------
Give your customers the best service they deserve.
Let's plan the best ways you can do that: https://buff.ly/3ysRhjX

#WeSpeakYourLanguage
#CustomerService #CSAT
#CallCenter #outsourcing
#CustomerSatisfaction
Open Access BPO Yesterday
𝗢𝗽𝗲𝗻 𝗔𝗰𝗰𝗲𝘀𝘀 𝗕𝗣𝗢 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝗲𝗱 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗠𝗮𝗸𝗮𝘁𝗶 𝗖𝗶𝘁𝘆 𝗛𝗲𝗮𝗹𝘁𝗵 𝗗𝗲𝗽𝗮𝗿𝘁𝗺𝗲𝗻𝘁 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗿𝗲𝗰𝗲𝗻𝘁 𝘄𝗲𝗹𝗹𝗻𝗲𝘀𝘀 𝗲𝘃𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻 𝗵𝗲𝗮𝗹𝘁𝗵 𝗿𝗶𝘀𝗸 𝗮𝘀𝘀𝗲𝘀𝘀𝗺𝗲𝗻𝘁.

The free two-day healthcare event, held on the seventh floor of the multilingual call center's Makati headquarters, provided risk assessments, counseling for employees, and free contraceptives for all attendees.

Workers from Makati City's Health Department were able to accommodate over 130 employees, providing them with general check-ups, blood glucose testing, and HIV screening.

The Health Department workers say the program will help Open Access BPO employees determine how at-risk they are of diseases like diabetes, hypertension, and HIV/AIDS. Family planning lectures and counseling services were also available.

This holistic approach to wellness empowers employees to take charge of their health and well-being.

#WeSpeakYourLanguage
#IdeaHubOABPO #OneForHealth
#WellnessEvent #HealthJourney
Open Access BPO 5 days ago
Open Access BPO recently kicked off our new fitness programs with a sunset yoga session: https://buff.ly/3UMe81m

‍Held on the newly launched scenic 7th-floor terrace of our Makati HQ, the session provided employees with a unique opportunity to unwind, de-stress, and connect with colleagues in a beautiful outdoor setting.

Our fitness program is set to resume this week with new Rope Flow and Zumba program.

----------
Learn more about our company culture and the many benefits we offer our employees by visiting our website today: https://buff.ly/44Rlllq

#WeSpeakYourLanguage
#OneForHealth #IdeaHubOABPO
#EmployeeEngagement #WellnessAtWork
#HealthyWorkplace #MindfulnessAtWork
Open Access BPO 5 days ago
Customers today expect more! 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗻𝗲𝗲𝗱𝘀, 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀, 𝗮𝗻𝗱 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝘁𝗿𝗲𝗻𝗱𝘀 𝘄𝗶𝗹𝗹 𝗮𝗹𝘄𝗮𝘆𝘀 𝗰𝗵𝗮𝗻𝗴𝗲, 𝗮𝗻𝗱 𝘀𝗼 𝘀𝗵𝗼𝘂𝗹𝗱 𝘆𝗼𝘂𝗿 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀, 𝘁𝗼𝗼𝗹𝘀, 𝗮𝗻𝗱 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵.

Don't wait for your consumer base to grow or even wither before you update your #CustomerSupport strategy.

Here are 4 signs that your #CustomerService action plans need an upgrade: https://buff.ly/3QOCVAu

----------
Provide your customers with excellent #ConsumerExperience from one of today's trusted multilingual #CX experts: https://buff.ly/3wtloHp

#WeSpeakYourLanguage
#CustomerExperience
Open Access BPO