Make More Money by Reducing the Friction
About this episode
The episode discusses how reducing friction in customer interactions can lead to increased business success, highlighting the pitfalls of poorly designed service apps.
Business owners ask, “How can we get customers to do what we want them to do?” And then they create an app and insist that you download it. How many apps have you been told that you need to download? (Look at your phone and count them.) Generally speaking, retail apps are good because they reduce the friction of your shopping experience. Service provider apps are bad because they increase the friction of your service experience. How many times have you had to reset your password? Have you ever had an app demand the answer to a question that sent you on a mission to find the answer? How many times have you been presented with a pick-list that did not include your need? Do you sometimes feel like you are making things easier for the service provider instead of them making things easier for you? Six different service apps have recently increased my frustration to the point that I am now searching for six new service providers to replace them. I was not surprised when I learned that all six of those companies are in decline. And I’ll wager that none of them knows why. Operational efficiency is a worthy objective. Just be careful that you are not shifting your workload onto the…
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