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How to Be Ridiculously Easy to Do Business with David Avrin

Tips on How to Eliminate Friction for Your Customers

Shep Hyken interviews David Avrin, customer experience speaker and consultant. He talks about his latest book, Ridiculously Easy to Do Business With: A practical guide to giving customers what they want—when and how they want it, and shares actionable tips on providing a hassle-free customer experience.

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This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:   

  1. How can businesses identify and eliminate points of friction in the customer process? 
  2. How has the shift in customer behavior influenced the focus on understanding customer choices and social proof? 
  3. Why is customer service the most important marketing tool for brands? 
  4. How does prioritizing customer experience serve as a competitive advantage for businesses in today’s market? 
  5. How has social media shaped brand perception? 

Top Takeaways

  • Providing a hassle-free and convenient experience means eliminating friction at every step, from the moment a customer engages with a brand and even after the sale is made. Customers should be able to find information, purchase products, and get help without encountering unnecessary obstacles. 
  • While friendliness is important, convenience is even more crucial in customer experience. In the 2024 State of Customer Service and CX Research, we have found that 94% of customers feel convenience is important, 70% are willing to pay more if the experience is more convenient, and 70% say that a convenient experience alone makes them come back to the brand. 
  • “Ridiculously easy” is the new standard. The true competitive advantage lies in delivering a frictionless and convenient customer experience. Quality products and services are the minimum requirement for any business. However, what sets a company apart is how easy and convenient it makes the customer experience. Competing solely on quality is no longer enough. It’s crucial to focus on providing a seamless and hassle-free experience for the customers. 
  • Plus, Shep and David share their favorite tips from Ridiculously Easy to Do Business With, such as “be ridiculously easy to see,” “ridiculously easy to reach,” and more. Tune in!


“What people say about our brand today is more impactful than what we say about ourselves.” 

“There’s nothing wrong with getting credit for doing good work. Remind your customers what you do for them and what they are paying for so that they never have to wonder whether or not they are getting their money’s worth.” 

“The competitive advantage in a marketplace replete with talent and great choices is being ridiculously easy to do business with.” 


David Avrin, CSP, GSF, is a customer experience speaker, consultant, and best-selling author. His five books have been published in multiple languages, including Not Who You Know, It’s Who Knows You! and Why Customers Leave (and How to Win Them Back). His latest book is Ridiculously Easy to Do Business With: A practical guide to giving customers what they want—when and how they want it. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.  

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