In the vast majority of situations, customers aren’t buying a product or service for the sake of the ‘experience’ of buying or using it. They are doing so to solve a problem or to meet their needs. If they could do so themselves, do you think they would be seeking help from companies?

Consumers look at the whole transaction and want simplicity, speed, and accuracy across all channels. Company executives, in contrast, continue to think in terms of individual platforms. Thus, consumers often face a bumpy ride, and after a bad experience they often switch brands, complain all the while to other potential customers. In such ways, a company loses both brand-value and customers.

Improving customer experience is cited as the utmost priority worldwide.

The ideal customer experience should be frictionless, requiring no extra effort on the customer’s part. It wouldn’t require the customer to repeat anything they’ve already said, and it wouldn’t impose any obstacles either.

A frictionless experience is a series of events that help the user obtain effective results through minimum effort and positive interactions among various touch points in a seamless way.

To build such an experience, one should consider not only the time it takes to execute a request, but also where that user is coming from and where the user is heading in their digital journey.

Technology should be used to improve this interaction based on relevant emotions that aim at reducing anxiety.

Designing an entire digital journey and not a single ambiguous interaction leads to a long-term sustainable relationship. Isn’t that what companies are looking for – “Customer Love?”

With the frictionless experience trending, how long can companies exist with their currently fragmented customer journey?

To map a frictionless digital journey, one needs to first envision the entire journey of a product as well as  the amount of friction the product imposes on the user.

Globant continues to be a customer centric company. We analyse minute behavioural observation and neuroscience principles in order to get the “why” out of the behavioural insights, ergonomics, and product evolution. Our strategy involves 5 fundamental aspects that measure friction.

  1.       Cognition
  2.       Emotion
  3.       Context
  4.       Intelligence
  5.       Adaptation

There is no point to understand the definition of this metric, unless we are also able to identify innovative cases and built an adaptive path for user’s ultimate digital experience.

Doesn’t it make you wonder how these elements, when controlled, work wonders on consumer experience?

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