On this episode, author David Avrin discusses the importance of being easy to do business with and reducing customer friction in order to stay ahead in a competitive market. He emphasizes the shift in customer drivers from quality and commitment to speed and convenience, plus, he highlights the common mistakes businesses make, such as assuming what works well for them works well for their customers. He also addresses the sources of friction in the customer experience, including perceived time wasted and scripted empathy without resolution. 

Tune in to learn:

• Businesses often assume what works well for them works well for their customers, but the drivers of customer choice have shifted to speed and convenience.
• The most common source of friction in the customer experience is the perception of time wasted.
• Companies should focus on resolving issues quickly and providing a positive experience to avoid negative online reviews and customer complaints.
• Being easy to do business with and minimizing customer friction can be a competitive advantage in a market where everyone is good.
• Businesses should understand customer preferences, address issues promptly, and be the safe choice to leverage customer experience as a competitive advantage. 
• Customer experience is the new marketing, and organizations need to focus on how customers feel.
• Leaders should have a finger on the pulse of customer expectations and be forward-thinking in their approach.
• There is a difference between customer experience and customer service, with customer experience encompassing every touchpoint and interaction with a brand.

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Mission.org is a media studio producing content alongside world-class clients. Learn more at 

mission.org