What makes a great customer experience?
Can’t answer that question clearly and concisely? That’s a problem. If you deliver enterprise software solutions you probably are focused on improving someone’s experience. If you can’t articulate with clarity, you’ll never deliver with clarity.
So, what makes a great customer experience?
Ok, that answer is still not too actionable. At least from the customer experience perspective. (Not to be confused with user experience.)
What does it mean to eliminate friction?
To eliminate friction is to reduce the cognitive load your solution (often delivered through technology, like an app) puts on your customers.
The challenge is that you have to really know your customer to reduce the cognitive load, and that requires a high degree of empathy in order to internalize the customers’ perspectives.
Reducing cognitive load isn’t necessarily about making something easier. Have you ever tried to use something, as an expert, that’s too simple? That’s right. Simplicity might add friction, when you’re an expert.
What happens when, say, you’re creating a banking solution and have a lot of customers? Well, some are ‘numbers experts’ and some are ‘numbers-phobic’. It’s simply not possible for one app to then minimize cognitive load for the simple case of two customer personas — those who hate numbers and those who love them.