Customer Experience
Five signs there is friction in your customer journey
Friction does not always arrive as a complaint. Sometimes it appears as hesitation, repeated questions, waiting between steps or customers disappearing before completing the action.
By Elite Maison
Why does this matter?
1. Customers keep asking: what do I do next?
When the next step is unclear, part of the experience becomes work the customer has to do. Look for places where people need to ask a question the journey should already answer.
What should you examine?
2. Customers repeat the same information
If customers have to repeat their need or details when moving between teams or channels, the issue is not their patience. It is the handoff between touchpoints.
3. Waiting happens between steps
Each step can be fast on its own while the overall journey remains slow because no one owns the transition. Watch the time lost after submission, booking or purchase before the next action begins.
4. People start but do not finish
An abandoned cart, unfinished booking form or stalled sales conversation are signals to inspect the path before increasing the activity feeding into it.
5. The experience ends at purchase
If there is no clear follow-up after purchase, visit or enrolment, the business loses an opportunity for repeat behaviour and learning. The customer journey does not end when the invoice is paid; what happens afterward matters too.
When the question becomes practical
When the question becomes practical, we can move it from the article into the business.
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