Why Are We Talking About Friction?
Actually, we’re going to discuss the lack of friction — meaning ease and less hassle during a transaction.
|How Many Frictionless Features Do You See?
The term “frictionless” as it relates to customer experience has gone through several evolutions according to a recent retailcustomerexperience.com article by Sheryl McKenzie.
Today, the definition has moved beyond less hassle (everyone expects that now!) to greater personalization and wow! experiences. It also means anticipating — not just meeting — customer needs.
Customers Expect Great Experiences & Leave When Friction Appears
Consumer expectations regarding friction impact their level of engagement and their brand experience.
A recent Rules of NextGen Loyalty suggests consumers expect a great experience — and will won’t stick around a brand that doesn’t deliver.
McKenzie suggests, “Consumers who encounter friction will run the other way fast, and second chances don’t come easily.”
McKenzie suggests brands need to create experiences that stay one step ahead of the consumer.
From a builder standpoint, Jonathan Wilhelm says in a recently BuilderOnline article, “builders have the opportunity to distinguish themselves in (today’s) challenging period.”
One way, Wilhelm suggests is to stand out with a state-of-the-art sales center that can enhance the buying experience and make a lasting impression.
Isn’t that the definition of frictionless!?
Let’s Get Interactive!
Wilhelm goes on to say builders should create an experience that engages and informs home shoppers. He explains the necessity of detailed, visual and concise information, the value of interactive presentations, comfortable workstations, etc.
Take a look at the CPS SalesTouch interactive kiosk at a Minto sales center above. Home shoppers are able to review the community, select floorplans, drag ‘n drop furniture, mix and match structural options — basically, start dreaming about their new home and putting the pieces together to make it happen!
That’s a competitive edge that helps you, the builder, make a frictionless homebuying experience!
More? Look for CPS at IBS2019