In CX, we all focus on making the experience easier on our customers. (We even made it the title of our book.) But building loyalty isn’t as simple as removing friction.
Don’t get me wrong. It’s definitely worthwhile to simplify your customer experience. Friction is a key driver behind loyalty destruction, and your organization will benefit from streamlining processes and making it easier for customers to resolve issues.
But it won’t build fans who will go out of their way to order from you. That takes something bigger. (more…)