
Customer Friction
Refers to any negative experience the customer has along their customer journey. Simply put, Customer Friction is the main enemy of Customer Experience. Examples of Customer Friction could include, pain points that are not addressed and solved, ignoring the customers needs or not listening to them, or being too slow at getting back to consumers. Points of friction are too be avoided and eliminated all along the customer’s journey, and if they do come up they must be resolved quickly and efficiently.