How Consistency and Convenience Create Loyal Customers

Shep interviews Greg Tucker, CEO, Tucker & Company, and author of Frictionless Brand Experience. He discusses the sources of friction that hinder the delivery of a brand promise and strategies for identifying and eliminating them.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:  

What is the difference between customer experience and brand experience?
How can companies ensure they consistently deliver on their brand promise?
What are the most common sources of friction in delivering a great brand experience?
Why do customers pay more for a convenient experience?
Why is cultural alignment important for providing a seamless customer experience?

Top Takeaways:  

A brand promise is a commitment a company makes to its customers about what they can expect. A consistent brand experience across all channels ensures that what is promised aligns with what is delivered.
When customers encounter friction, the risk of them switching brands doubles. And this risk multiplies every time they encounter confusing menus, slow service, difficult-to-use websites, etc. Convenient businesses remove these friction points because they know that the happier customers are, the more loyal they will be.
Greg Tucker shares six types of friction that hinder the delivery of a consistent brand experience.

Digital Friction: Problems with digital interfaces, such as confusing websites, poor user experience, and incorrect product data.
Brand Friction: Inconsistency and lack of clarity in messaging and marketing campaigns.
Product Friction: When the product itself is hard to use, too expensive, or costly to maintain.
Operational Friction: Back-end processes like late shipments, slow service, or bad customer support that disrupt the overall customer experience.
Organizational Friction: Internal company issues, such as siloed departments and miscommunication between teams.
Cultural Friction: Company mindsets, misaligned incentives, or leadership behaviors that do not support the brand promise.

While being nice is important, customers would rather have things be easy and quick than be inconvenienced, even with a smile. Our annual customer service and CX research shows that customers value a convenient, frictionless experience even more than friendly service. If a company can deliver both, it stands out from the competition.
Plus, Shep and Greg discuss why convenience is no longer just “nice to have," but something customers will pay more for. Tune in!

Quote: 

"The power behind a brand experience is great customer experience. And, the power behind a great customer experience is the employee experience."

About:  

Greg Tucker is CEO of Tucker & Company, an award-winning leader, keynote speaker, and strategic advisor. He is the author of Frictionless Brand Experience, a book on eliminating business friction to accelerate growth.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio. 

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