Convenience Is the New Table Stakes

When customers leave, it’s usually not because of price or a better product. More often, it’s because the experience is harder than it should be. The companies winning today are the ones that continually look for ways to reduce friction and make every interaction easier. That’s what keeps customers coming back.

The Core Findings

The Five Friction Points That Drive Away Customers

1. 1

   Making Customers Repeat Themselves

   Nothing irritates a customer faster than being passed from a chatbot to a live agent, or from one department to another, only to have to repeat their account number, problem, and backstory all over again.

2. 2

   Making Checkout Too Complicated

   If customers have to create an account, fill out unnecessary information, or click through too many screens just to make a purchase, many will simply give up. The easier you make it to buy, the more likely customers are to complete the purchase and come back again.

3. 3

   Hidden or Hard-to-Find Support Channels

   If customers have to hunt for your phone number, dig through pages of FAQs, or struggle to find a way to chat with someone, you’ve created unnecessary friction. Make it easy for customers to get help. When they need support, they shouldn’t have to work to find it.

4. 4

   Slow Responses and Long Wait Times

   Customers don’t expect instant answers every time, but they do expect timely responses. Waiting days for an email or spending an hour on hold tells customers their time isn’t important. Fast, efficient service shows customers you value both their time and their business.

5. 5

   Complicated Return Policies

   A difficult return process can keep customers from buying in the first place. If they have to pay for return shipping, print labels, fill out lengthy forms, or wait weeks for a refund, they’ll think twice before ordering again. The easier you make returns, the more confidence customers have when making a purchase.

At a Glance

The Data Behind Customer Convenience

The numbers from our survey outline just how high the expectations are for a frictionless business relationship.

What This Means For You

How to Build a Culture of Convenience

Find Where Internal Processes Create Friction

Start by looking at where customers experience friction. Review handoffs between teams, identify where information gets lost, and remove internal barriers that make it harder to deliver a seamless experience. When employees have what they need, customers feel the difference.

Optimize for speed and simplicity

Customers value their time. Make it easy for them to find answers, get help, and complete purchases quickly. Features like click-to-chat, easy search, and simple checkout options remove unnecessary steps and reduce friction. Every obstacle you remove creates a smoother experience and increases the likelihood that customers will complete their journey.

“Convenience is about removing the roadblocks before your customer even knows they are there. You aren’t just selling a product; you are selling an easy path to getting it.” Shep Hyken