What does customer friction refer to in a purchasing experience?

Customer friction refers specifically to any aspect of the purchasing experience that creates challenges or barriers for customers, ultimately making it more difficult for them to complete a purchase. This could include confusing website navigation, long checkout processes, lack of payment options, or poor customer service interactions. By identifying areas of friction, businesses can work to streamline the purchasing process, improving customer satisfaction and increasing the likelihood of sales.

Options that enhance product visibility and promotional efforts focused on customer engagement do not address the obstacles customers might face during the buying process. Similarly, strategies aimed at improving customer loyalty do not necessarily relate to the immediate purchasing experience but rather to how customers perceive and interact with a brand over time. Thus, the focus on overcoming any hurdles that hinder a smooth purchasing experience defines customer friction accurately.