Description
Book SynopsisThis business book is great for leaders, middle managers and entrepreneurs interested in the following categories;
- Small Business
- Entrepreneurship
- Marketing
- Strategy
- Branding
- Customer Experience
Make it easy for customers to choose you; whatever your business, product or service.
With customers now subconsciously weighing up their massively expanded options in terms of purchase friction (how easy it is to spend) and shopping reward (the extras inherent to the buying experience); your job is to make it easy for them to choose you
When is high friction bad? Friction includes frustrations like putting a coin in a supermarket trolley lock, too many clicks, and hidden frictions from awkward presentation, process and offer. Reward includes quality of business suppo
Table of Contents
- Part 1 How friction and reward are the keys to better customer experiences
- 1 What is friction and why does reward matter?
- 2 When stickiness went bad: how power shifted from sellers and vendors to customers and users
- 3 Unstick the customer journey for massive win
- Part 2 The friction/reward tool kit
- 4 Finding the rough and the smooth – friction/reward indexing
- 5 So this is how it’s done
- 6 ‘We are a friction-reduction business now’
- 7 The psychology of switching – how to smash status quo bias
- Part 3 Frictionless futures
- 8 How to deal with the impact of technology on commercial relationships
- 9 The new language of friction-led marketing
- 10 The frictionless world – when everything is smooth and easy but in a good way
- Epilogue
