George Deeb’s tips for eliminating ‘friction’ in the customer journey

Author: Jasmine Kiniklis

Even the smallest roadblocks can turn potential customers away. That’s why business owners must identify and eliminate friction in the sales process. In today’s episode of The Small Business Show, we’re joined by George Deeb–author, Forbes contributor, and managing partner at Red Rocket Ventures–to break down how small business owners can remove obstacles and boost customer satisfaction.

Understanding friction in business

Friction refers to anything that prevents a customer from making a purchase. Deeb explains that friction can arise in many areas of a business, from pricing to user experience. Identifying and addressing these issues is key to maintaining a smooth sales process and boosting customer satisfaction.

Some of the most common sources of friction include:

• Company or brand perception
• Product or service resistance
• Pricing concerns
• Restrictive or complex company policies
• User experience difficulties

Business owners should study every aspect of their operations–from parking accessibility (for brick-and-mortar stores) to website navigation and customer support responsiveness. This allows them to pinpoint friction points and eliminate them.

Pricing

If customers perceive a product or service as overpriced compared to its value, they are less likely to buy. Deeb suggests pricing products and services competitively within the market or offering added value to differentiate it from competitors. Enhancing product features or including additional services at the same price point can make offerings more attractive.

Company policies

Policies, especially those hidden in fine print, can create unexpected hurdles for customers. Some of the biggest deterrents include:

• Complicated or nonexistent return policies
• Unexpected shipping fees for returns
• Lack of customer satisfaction guarantee
• Lack of post-purchase customer support

Transparency and customer-friendly policies help build trust and encourage repeat business.

User experience

A seamless customer experience is essential, whether in a physical location or online.

• Brick-and-mortar businesses: Adequate parking and easy access can significantly impact foot traffic
• E-commerce businesses: A slow-loading or confusing website can drive customers away before they complete a purchase
• Customer support: Long hold times, repetitive interactions, or ineffective automated representatives can frustrate customers, making them less likely to return.

The power of reviews

Reviews play a critical role in a business’s reputation. Negative reviews, in particular, can have lasting consequences, shaping public perception and deterring potential customers. Since negative feedback carries more weight than positive reviews, businesses must proactively manage their online reputation and address customer concerns promptly.

Eliminate friction for business growth

Marketing brings customers to the door, but eliminating friction ensures they move forward with a purchase. By identifying obstacles and making the buying process as seamless as possible, businesses can enhance customer satisfaction and drive long-term success.

"For every happy customer, you'll get two or three new ones. For every unhappy customer, you'll lose ten." – George Deeb

The Small Business Show