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RESEARCH
you have to enter data twice, of all things the desired …and so it is in business ANALYSIS
payment method is not available, and so on and so TRENDS
forth. On the other hand, there is the one-click order, Whoever solves the customers’ problems and
where in principle the same things happen - only that eliminates the friction is winning in today's relentless
the customer no longer notices anything. competitions. Even in areas that are heavily regulated
by law, companies can create really smooth user
The fact is that there is a lot of potential for friction on experiences and meet consumer expectations, if they
the Internet, and bad experiences are burned into consistently focus on innovation, look for efficient digital
customers brain and are consciously or unconsciously alternatives to lengthy analog processes, streamlining
associated with a certain brand or a certain retailer. their processes and, ideally, make them invisible to the
Especially annoying for the latter when the bad user customer. In this way, they not only become pioneers
experience is not their fault per se. If an online shop of the frictionless economy, but can also gain
collapses, the customer does not see what the problem competitive advantages where others still see
is - perhaps it is with the provider, on their own problems. ◊
network, or just an overload - but the bad experience is
unfortunately always linked to the particular shop. By Daniela La Marca

21 October 2020: Experience Economy: customer-centricity & cross-channel customer interaction