How can you identify customer friction and frustration in your multi-channel journey map?

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If you want to improve your retail marketing strategy, you need to understand how your customers interact with your brand across multiple channels and touchpoints. A multi-channel journey map is a visual tool that helps you track and analyze the customer experience from the first contact to the final purchase and beyond. However, creating a journey map is not enough. You also need to identify and eliminate the sources of customer friction and frustration that can harm your conversion rates and retention. In this article, you will learn how to spot and solve the common pain points that affect your multi-channel journey map.

本文章的要点总结

Direct customer feedback:

Collect insights through surveys, interviews, and feedback forms to understand where your customers are experiencing friction and frustration. This direct approach helps you pinpoint issues so you can address them effectively.
Service parameter tracking:

Regularly monitor specific service parameters to identify where customers face issues. Immediate analysis and correction of these deficiencies ensure basic needs are met, reducing customer frustration.

本摘要由 AI 和以下专家提供支持

Chandana Sunder

Head of Marketing & Sales I eCommerce I…
Dinesh Vaid

Regional Voice Head-N & E, Bharti…

1 What is customer friction?

Customer friction is anything that slows down, interrupts, or complicates the customer journey. It can be caused by technical issues, confusing navigation, poor design, lack of information, or inconsistent service. Customer friction can increase the effort and time required for customers to complete their goals, reduce their satisfaction and trust, and make them abandon or switch to a competitor.

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2 What is customer frustration?

Customer frustration is the emotional response that customers have when they encounter friction or other obstacles in their journey. It can be triggered by unmet expectations, broken promises, misleading messages, or irrelevant offers. Customer frustration can lead to negative feedback, complaints, or bad reviews, and damage your brand reputation and loyalty.

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Dinesh Vaid

Regional Voice Head-N & E, Bharti Airtel ,Gurgaon II IIM, Lucknow (MDP)
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In the value chain, every customer expects that his basic needs should be met first however at times in wake of delighting customers, we miss to understand and meet their basic requirements. This lead to customer frustration. So first understand customers need and meet those needs. Southwest Airlines is a good example where they focus on meeting customer basic needs i.e. On time arrival, In flight experience, Low tariffs etc. SW airlines have defined 100 service parameters and every employee have to share the feedback on these parameters every day. Service deficiencies are analysed and corrective actions are taken.

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3 How to identify customer friction and frustration?

One of the best ways to identify customer friction and frustration is to ask your customers directly. You can use surveys, feedback forms, reviews, or interviews to collect their opinions and insights. You can also use analytics tools, such as heatmaps, session recordings, or funnel reports, to measure and monitor their behavior and actions. You should look for indicators such as bounce rates, exit rates, cart abandonment, time on page, clicks, scrolls, or conversions.

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4 How to map customer friction and frustration?

Once you have gathered enough data, you can map customer friction and frustration on your multi-channel journey map. You can use different colors, icons, or labels to mark the pain points and emotions that customers experience at each stage and channel of their journey. You can also add quantitative and qualitative data, such as metrics, quotes, or ratings, to support your findings. This will help you visualize and prioritize the areas that need improvement.

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Chandana Sunder

Head of Marketing & Sales I eCommerce I FMCG I Retail
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It is important to understand ‘drivers of drivers’ and ‘levers of influence’ - for example, in the Awareness, Interest, Purchase and Loyalty (AIPL) funnel, where if the drop off is massive at ‘interest’ then the drivers could be quality of PDP (product detail page), search or livestream and the levers of influence could be optimising search and improving PDP quality with relevant content.

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5 How to solve customer friction and frustration?

To solve customer friction and frustration, you should adopt a customer-centric approach and design solutions that enhance the customer experience. Techniques such as A/B testing, prototyping, or usability testing can help you experiment and validate your ideas. The goal is to create a seamless, consistent, and personalized journey that meets your customers' needs and expectations. Examples of solutions include simplifying your checkout process with multiple payment and delivery options, providing clear and accurate information throughout the journey, optimizing your website and mobile app for speed, performance, and accessibility, aligning messages and offers across channels and touchpoints, and offering proactive and responsive customer service and support.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you identify customer friction and frustration in your multi-channel journey map?

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3

4

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1 What is customer friction?

2 What is customer frustration?

3 How to identify customer friction and frustration?

4 How to map customer friction and frustration?

5 How to solve customer friction and frustration?

6 Here’s what else to consider

Retail Marketing

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How can you identify customer friction and frustration in your multi-channel journey map?

1

2

3

4

5

6

1 What is customer friction?

2 What is customer frustration?

3 How to identify customer friction and frustration?

4 How to map customer friction and frustration?

5 How to solve customer friction and frustration?

6 Here’s what else to consider

Retail Marketing

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