What does the term "friction" refer to in a customer's journey?

The term "friction" in a customer's journey refers to any obstacle or resistance that hinders a smooth experience. In the context of customer experience, friction can manifest in various ways, such as complicated navigation on a website, lengthy checkout processes, or poor customer service interactions. These obstacles can lead to customer frustration, potentially causing them to abandon their purchase or have a negative perception of the brand.

Understanding friction is crucial for businesses aiming to enhance the customer journey. By identifying and minimizing sources of friction, organizations can create a more seamless and enjoyable experience. This improvement can lead to increased customer satisfaction, loyalty, and ultimately, higher conversion rates. Thus, the concept of friction is central to enhancing the effectiveness of customer interactions throughout their journey.