Customers are no longer loyal to brands solely for their products and prices. Instead, loyalty has become dependent upon the customer experience.

By 2020, it is expected that the customer experience will overtake price and product as the top brand differentiator. With 66% of consumers switching brands as a result of poor customer service, it’s no wonder it’s gaining importance in the eyes of marketers. 

However, creating a seamless customer experience is no easy feat. While 80% of companies think they deliver superior experiences, only 8% of customers agree. Considering that 78% of consumers have bailed on a transaction because of a poor experience, closing the gap between perception is vital to maintaining a successful brand. 

This means shifting focus from products to process is crucial to thrive in today’s market. To effectively make this switch, brands need to build frictionless experiences that drive sales, promote loyalty, and set new, incomparable standards that outweigh price and product altogether.

What Is a Frictionless Experience? 

Frictionless experiences are hassle-free, effortless interactions between brands and consumers. They eliminate any extraneous work from the customer, meaning customers can go from point A to point B without ever needing to associate with a customer service rep, call a support line, or send an email that goes unanswered.  

Instead, frictionless interactions remove gatekeepers, like customer service reps and salespeople, in favor of a simpler (and faster) buying process. Customers have come to expect these frictionless experiences at every touchpoint because technology is faster, easier, and more convenient to use. From single-click buying to tap-to-pay, frictionless buying techniques are filling the marketplace to keep customers happy and engaged.  

Taking Sales by Storm 

The frictionless experience is catching on like wildfire, especially after HubSpot remodeled their business around this new strategy. As a maven in the space, they saw the need to entice and delight today’s consumers in a different way. HubSpot moved from the marketing funnel to The Flywheel Model, which champions frictionless buying and views customers as the driving force that fuels continuous business growth.  

Similar to HubSpot, there are many companies fostering a frictionless experience.  

Amazon 

Eliminating friction is at the core of Amazon’s strategy. They have many customer perks that provide frictionless experiences, such as 1-Click ordering and same-day delivery. 

They learned early on that 1-Click gives customers the freedom to skip the shopping cart altogether and place the order for delivery in…you guessed it, one click. With Amazon Prime, customers can opt for same-day delivery, ensuring a quick turnaround for every purchase. 

As an ecommerce native, Amazon has mastered the demands of customers by providing them with instant, frictionless buying experiences that drive demand and increase sales.  

Amazon "add to cart" and "1-click" buttons

 

Marriott International 

After finding that 75% of their customers travel with at least one mobile device, Marriott saw the need to provide a seamless mobile experience for their customers.  

Marriott Mobile allows customers to book accommodations, check in or out, and use Apple Pay to finalize their transactions. Rather than calling the front desk, looking up hotel service codes, or weaving through local directories, Marriott customers can simply ask their Amazon Echo for more information. By keeping their customer’s needs a priority, Marriott provides fast, friction-free interactions during every phase of the traveler’s journey.  

Marriot Mobile app on two iPhone screens

 

Michael Kors 

Michael Kors leveraged new technology to transform their customer’s purchases. They used augmented reality-enabled ads with Facebook’s news feed. These ads allow users to try on different pairs of sunglasses, and then click “shop now,” where they finalize the purchase on the company website. This process is faster and easier than heading to the store, trying on sunglasses with tags blocking the view and asking a sales rep for help. 

By creating this frictionless experience for customers, Michael Kors is able to entice and engage prospects from the onset of their search – providing an experience worth coming back to.  

Screenshots of Michael Kors AR sunglasses Facebook Ad on iPhones

 

Conclusion 

Technology is transforming the way brands interact with consumers. This means it’s more important than ever to leverage new technology to facilitate the experience for customers. From Amazon’s 1-Click ordering to Michael Kors’ augmented ads, frictionless experiences are keeping customers engaged and happy during every purchase.  

Because for today’s customers, it’s worth it to pay the price for a better experience.