Loss Prevention
Friction Mapping
Streamline customer experience by identifying barriers through Friction Mapping.
Friction mapping is a critical exercise for identifying points of friction or resistance within the customer journey that may lead to loss or churn. By pinpointing these friction points, we develop targeted strategies to alleviate barriers and improve the customer experience.
At Dualled, we conduct a comprehensive analysis of the customer journey, examining every touchpoint and interaction from initial engagement to conversion and beyond. Our data-driven approach is designed to identify specific points in the customer journey where friction occurs, and develop targeted strategies to mitigate friction and improve overall customer satisfaction.
Customer Journey Analysis
We conduct a comprehensive analysis of the customer journey, examining every touchpoint and interaction from initial engagement to conversion and beyond. This analysis helps us understand the flow of the customer journey and identify potential areas of friction.
Identification of Friction Points
Using data analytics, customer feedback, and qualitative research methods, we identify specific points in the customer journey where friction occurs. This may include issues such as lengthy wait times, confusing navigation, lack of information, or poor communication.
Root Cause Analysis
Once friction points are identified, we conduct a root cause analysis to understand the underlying factors contributing to these issues. This analysis may involve assessing organisational processes, technology limitations, or gaps in customer understanding.
Friction Mitigation Strategies
Based on our analysis, we develop targeted strategies to mitigate friction and improve the customer experience. This may involve streamlining processes, enhancing communication channels, simplifying user interfaces, or providing additional support resources.
Implementation Planning
We work closely with cross-functional teams to develop a roadmap for implementing friction mitigation strategies. This includes identifying key stakeholders, defining action steps, establishing timelines, and allocating resources for implementation.
Testing and Iteration
We employ a test-and-learn approach to implement friction mitigation strategies, allowing us to assess their effectiveness in real-world scenarios. Through A/B testing, usability studies, and customer feedback loops, we gather insights to refine and optimise our strategies over time.
Monitoring and Measurement
We establish key performance indicators (KPIs) to track the impact of friction mitigation efforts on customer behavior and business outcomes. This may include metrics such as customer satisfaction scores, conversion rates, and retention metrics. Regular monitoring allows us to evaluate the effectiveness of our strategies and make data-driven adjustments as needed.
Continuous Improvement
Friction mapping is an ongoing process, and we continuously monitor the customer journey for new friction points and emerging trends. By fostering a culture of continuous improvement, we help organisations stay agile and responsive to changing customer needs and market dynamics.
With our customer-centric approach and data-driven insights, we help organisations identify and address barriers to customer engagement, improve satisfaction levels, and reduce churn. By creating seamless, frictionless experiences, our clients can drive customer loyalty and achieve long-term stability.
The benefits of doing:
Enhanced Customer Experience: Identify and alleviate points of friction within the customer journey, leading to smoother interactions, increased satisfaction, and improved loyalty.
Improved Retention: By addressing friction points, organisations can reduce churn rates and retain more customers who might otherwise abandon their journey due to frustration.
Increased Conversion Rates: Streamlining processes and removing barriers to conversion can result in higher conversion rates and improved revenue generation.
Data-Driven Decision-Making: Friction mapping provides valuable insights into customer pain points and preferences, empowering organisations to make informed decisions to enhance the customer experience.
Continuous Improvement: By continuously monitoring and iterating on friction mitigation strategies, organisations can adapt to evolving customer needs and market dynamics, ensuring long-term success.
The consequences of not:
Decreased Customer Satisfaction: Failure to address friction points can result in a poor customer experience, leading to decreased satisfaction levels and potential loss of customers.
Higher Churn Rates: Unresolved friction may cause customers to abandon their journey, resulting in higher churn rates and reduced customer retention.
Lost Revenue Opportunities: Friction points in the customer journey can hinder conversion and lead to lost revenue opportunities for the organisation.
Missed Insights: Without friction mapping, organisations may miss valuable insights into customer pain points and preferences, limiting their ability to make data-driven decisions.
Stagnant Growth: Inability to adapt to changing customer needs and market dynamics due to unaddressed friction points may lead to stagnant growth and decreased competitiveness in the long run.
