Anything that makes the customer think causes friction. Example: it is difficult for customers to remember their login credentials. With the advent of biometric authentication experience of using applications has become frictionless.
Similarly, complex systems are difficult to understand without proper training, instructions, and FAQs. This also causes friction. UIs should be simple, intuitive and engaging so that the customer is delighted to use the application. Anything which is complex will not have many followers.
In this digital era, availability of many digital technologies has made life of all stakeholders easy. Following are some examples:
A business application developer can make use of cloud services to create apps with faster time to market without bothering about the underlying infrastructure. Based on the usage of applications by users across geographies the servers can be dynamically added without crashing the site, thus avoiding friction in end user experience.
A machine with IoT sensors can sense any complaint with the machine and transmit the information via network to a data exchange which processes the information and sends back response. An alert is sent to the end user suggesting actionable insights. This prevents sudden breakdown.
Blockchain network can help bring all stakeholders together for better collaboration and communication thereby bringing transparency.
Analytics solutions are helping customers make better decisions by providing information that is personalized and contextual. This makes the customer feel empowered.
Automation makes users more productive by moving repetitive routine tasks to systems and shifting their focus to more meaningful work. Reduction in turnaround times of service requests also makes the customer happy.
Voice as an alternative to typing is more user-friendly and frictionless.
The new age technologies help anticipate needs, solve problems and improve efficiency. But security and compliance aspects must not be compromised at any stage so as to ensure seamless experience and customer satisfaction.