03:55 · 2018

 . Details count: Be as detailed as possible with every touchpoint. For example, if you sell from your website, how many steps does it take for a customer to check out? How many lines of information do they fill out? Get as detailed as possible.
3. Analyze each touchpoint: This is the fun part of the process. At each touchpoint, look for a way to reduce friction. Where can you eliminate a step? Where can you eliminate or reduce a customer’s effort? Is there any redundancy that can be eliminated? Can you deliver rather than make the customer come to you?
4. Execute: Now that you’ve identified (in great detail) and analyzed the touchpoints, you’re not finished until you take action.

Even the smallest reduction of friction counts. And, sometimes it makes you money. For example, the Wall Street Journal reduced friction by shortening their online checkout form. Some customers were not completing the checkout process. The WSJ experimented by shortening the process. Every unnecessary field removed from the checkout flow raised the conversion rate by as much as 1-3%.

Amazon all but eliminated the typical checkout process with their “Buy Now with 1-Click®” option. And, then they did one better with the Amazon Dash buttons. You push a button that looks like a doorbell and your product just shows up. I could imagine a group of smart Amazon employees sitting around the table answering the question, “I wonder if there is a way for our customers to order products without having to turn on their computer or open an app on their smartphone?” The result was Dash buttons.

The goal of reducing friction is to make the experience convenient and save the customer time. So, have a great product, offer great customer service and be more convenient. That’s a combination that is hard to beat.

Shep Hyken is a customer service & experience expert, award-winning keynote speaker and New York Times bestselling business author. For information go to

For information on The Customer Focus™ customer service training programs go to



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(Copyright © MMXVIII, Shep Hyken)


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