DCX #96 | The Hulu Hullabaloo
A Cautionary Tale of Friction in Customer Experience
Inspiration, education, and coaching for customer-obsessed leaders.
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Let me tell you, as someone who's been in the customer experience trenches for quite some time, I've seen my fair share of friction-filled interactions. Just last week, I found myself caught in a frustrating customer experience maze with T-Mobile. But more on that in a bit...
The Silent Loyalty Killer
First off, let's get one thing straight: friction is the silent killer of customer loyalty. Those pesky obstacles and inconveniences stand between your customers and their desired outcomes. And trust me, they're everywhere! From misleading promotions and confusing instructions to inconsistent information across channels, friction rears its ugly head in countless ways.
Now, I know what you might be thinking: "But how much harm can a little friction really do?" Well, let me tell you, the impact on customer satisfaction, loyalty, and lifetime value is nothing short of staggering.
Get this: according to a study by PWC, 33% of customers cite a single bad experience as the primary reason for jumping ship, and a whopping 92% would completely abandon a company after two or three negative interactions. It's like they're slipping out the back door, never to be seen again!
Identifying the Friction Points
So, how do you identify these friction points before they wreak havoc on your customer relationships? It all starts with walking a mile in your customers' shoes. That's right, you've got to map out the customer journey from start to finish, uncovering every potential pain point along the way. And don't forget to tap into the power of customer feedback surveys, analytics, and user testing – they're like your secret weapons in the fight against friction!
So, now, let’s use my recent T-Mobile experience to practice identifying friction points.
The Notice
It all started with a simple text message promising me free Hulu service—sounds great, right?
I clicked on the link, and it showed this tile under my plan’s entertainment benefits.
But here's the catch: the instructions had me jumping through hoops.
1. Cancel my current subscription.
2. Wait for the subscription to lapse
and then
3. Resubscribe through a special link.
I thought to myself, "Okay, a little inconvenience, but worth it for free Hulu!"
So, I followed the steps to a T, canceling my subscription and waiting patiently for the month to end. When the time finally came, I eagerly clicked on the link, ready to claim my reward. But to my surprise, I was met with an error message telling me that my plan didn't actually include Hulu after all! Talk about a letdown.
The T-Mobile Tango
Determined to get to the bottom of this, I reached out to T-Mobile's chat support. After waiting for what felt like an eternity, I was connected with an agent who, after a series of canned responses and lengthy pauses, informed me that I needed to call customer service directly. Frustrated but undeterred, I dialed the number and was greeted by a maze of automated menu options.
Finally, I reached a live representative after navigating the phone tree and waiting on hold (with nothing but generic hold music to keep me company). I explained my situation, trying to keep my cool as I recounted the steps I had taken and the promises made in the text message.
The representative, while apologetic, confirmed that the promotional message had indeed been mistaken. He said, "Apparently, we’ve been sending that to everyone regardless of their plan."
As compensation for my troubles, he offered me a one-month credit, but the damage was done – my trust was shaken, and I couldn't help but wonder how many other customers were suffering from similar friction.
As I hung up the phone, I reflected on the experience – the wasted time, the frustration, and the broken promises. It was a stark reminder of just how easily friction can sneak into the customer experience, eroding loyalty and trust in the blink of an eye.
UPDATE: So strangely enough, as I was writing this, I decided to try the process again. Instead of cancelling my current account, I attempted to get a redemption code and create a new account. It worked on the 1st attempt. Free Hulu until April 2025.
So after all the run-around, turns out I was eligible. Now, I just need to notify the rest of my family about the new login info and they will lose their usage preferences…was it all worth it, not sure yet.
Is a Friction-Free Future Possible?
Now, you might be wondering: is it really possible to eliminate all friction from the customer experience? The short answer is no. There will always be some friction, whether due to technical limitations, human error, or unforeseen circumstances.
However, that doesn't mean we should throw in the towel and accept friction as an inevitable part of the customer journey. Instead, our goal should be to minimize friction as much as possible, creating a seamless experience that delights customers and keeps them coming back for more.
Think of it like running a race: even the most elite athletes will encounter some level of resistance, whether it's wind, fatigue, or a nagging injury. But by training hard, optimizing their technique, and staying focused on the finish line, they can minimize the impact of these obstacles and achieve their best possible performance.
The same is true for CX leaders. By continuously identifying and addressing friction points, leveraging the right tools and strategies, and fostering a customer-obsessed culture, we can create experiences that are as close to friction-free as possible. And while we may never achieve perfection, every step we take towards reducing friction is a step towards building stronger, more loyal customer relationships.
Five Friction Offenders (and How to Fix Them)
So, what can you do to tackle friction head-on? Start by zeroing in on these 5 common offenders and implementing strategic solutions to nip them in the bud:
Misleading promos that leave customers feeling duped
The Fix: Transparency is key! Ensure your promotional messages are crystal clear, with no room for misinterpretation. Double-check the fine print, and make sure your team is well-versed in the details. If a promo is limited to certain plans or has specific requirements, make that information prominent and easy to understand.
Confusing instructions that make them want to pull their hair out
The Fix: Put yourself in your customers' shoes and aim for simplicity. Break down complex processes into easy-to-follow steps, and provide visual aids like screenshots or videos when possible. Don't assume your customers are tech-savvy – make your instructions accessible to everyone, regardless of their digital literacy.
Inconsistent info across channels that leaves them scratching their heads
The Fix: Create a single source of truth for your brand messaging and product information. Regularly audit your content across all channels (website, mobile app, social media, etc.) to ensure consistency. Implement a robust content management system that allows for easy updates and collaboration among team members.
Unresolved issues that keep them stuck in a never-ending loop
The Fix: Empower your frontline staff to become problem-solvers. Provide them with the tools, training, and authority to resolve customer issues on the spot, without having to escalate to higher levels of support. Implement a robust ticketing system to track issues, ensure timely resolution, and regularly analyze customer feedback to identify recurring pain points.
Hidden costs or fees that jump out and yell "surprise!" at the last minute
The Fix: Be upfront about all costs associated with your products or services. Clearly display any fees, taxes, or additional charges throughout the customer journey, not just at checkout. If certain actions or changes incur extra costs, communicate that proactively. Consider offering all-inclusive pricing or bundling options to simplify the purchasing process.
By tackling these common friction offenders head-on, you can create a more seamless, transparent, and customer-centric experience. But don't stop there – continuously gather feedback from your customers and frontline staff to identify new friction points as they emerge. The key to a friction-free future is a commitment to ongoing improvement and iteration.
Remember, every friction point you eliminate is a step towards greater customer loyalty and advocacy. By making your customers' lives easier and more enjoyable, you're not just improving their experience – you're building a competitive advantage that will set your brand apart in an increasingly crowded marketplace.
So, roll up your sleeves and get ready to become a friction-fighting superhero! Your customers (and your bottom line) will thank you for it.
Hey T-mo, I hope you are listening.
And now a few words from our sponsor:
DCX LinkedIn Poll of the Week
This week, I asked our colleagues in the Customer Experience Professionals Group on Linkedin, “Why do you work in CX?”
Why do you do it? Why do you pour your heart and soul into creating exceptional customer experiences? It's a question worth pondering, isn't it? Well, here are some thoughts based on the results of this week’s poll.
You could say it's because you're driven by a deep-seated desire to make a difference. Every time you pick up the phone, respond to an email, or interact with a customer face-to-face, you have an opportunity to brighten someone's day, to solve a problem, to build a connection.
And that's incredibly fulfilling, isn't it? Knowing that your efforts can transform a frustrated customer into a loyal brand advocate, or turn a routine transaction into a memorable moment.
But it's more than just the warm fuzzy feelings, right?
You're also drawn to the intellectual challenge of it all. Figuring out how to streamline processes, anticipate needs, and exceed expectations - it's like solving a complex puzzle. And when you crack the code and see those customer satisfaction scores soar, well, that's a rush like no other.
Of course, you can't discount your impact on the bottom line. You're directly contributing to your company's success by fostering customer loyalty and driving positive word-of-mouth. And that's a powerful motivator, knowing that your work is making a tangible difference.
But it all comes back to the people at the end of the day, doesn't it? The connections you forge, the smiles you elicit, the genuine appreciation you receive - that's what keeps you coming back day after day.
It's the knowledge that you're not just doing a job but making a real, meaningful difference in people's lives.
So why do you do it? Why do you pour your heart and soul into creating exceptional customer experiences?
Because you know that in a world that can often feel cold and impersonal, you have the power to bring a little warmth, a little humanity, a little joy. And that, my friend, is a noble calling indeed.
You need this practice in your life.
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Industry News, Ideas, and Insights
Google made some big announcements last week about GenAI that I think will have far-reaching CX impacts. Here are a few resources to help you and your teams better understand what’s possible, what’s happening, and what’s coming.
101 real-world gen AI use cases from the world's leading organizations | Google Cloud Blog
Since the emergence of generative AI, the discussion has focused on its optimal uses. Early amusement has given way to recognizing its significant potential in enterprise applications. Google Cloud's customers and partners are leveraging it for new processes, efficiencies, and innovations.
In a short time, the use of AI has evolved from answering questions to making predictions and now to action-taking AI agents. These agents are applied to improve productivity, automate processes, and enhance customer experience across six areas: customer service, employee empowerment, creative ideation and production, data analysis, code creation, and cybersecurity.
Tune into Dialogues Dispatch, a podcast series about technology and society (publicpolicy.google)
AI is rapidly advancing and shaping our future. A limited-series podcast from Google discusses AI's benefits, risks, and regulation in areas such as the economy, healthcare, democracy, sustainability, and achieving the UN Sustainable Development Goals. Experts discuss the need for collaboration, proactive measures, and responsible policies to maximize AI's potential and minimize risks.
DCX Thought Leader Profile of the Week
Every week, I introduce you to another inspiring professional from LinkedIn who has the potential to make a significant difference in your life and career.
This week’s thought leader is Jill Raff, Founder of the Jill Raff Group
Jill Raff is a trailblazing force in customer experience (CX), consistently ranked among the Top 150 Global CX Thought Leaders and Influencers. Her revolutionary approach, EX2CX®, is transforming the way businesses interact with their employees and customers.
At the heart of Jill's philosophy lies a simple yet powerful truth: exceptional customer experiences begin with exceptional employee experiences (EX). By fostering genuine human connections built on care and empathy, companies can create a ripple effect that ultimately leads to unparalleled customer satisfaction. Jill's Inside-Out Framework is a roadmap for success, guiding organizations to nurture positive and supportive work environments that inspire employees to deliver their best.
You cannot function successfully in today’s workplace without developing a “people-first, human-centric” company culture. - Jill Raff
Jill isn't just a theorist; she's a hands-on expert who collaborates directly with organizations to enhance their EX and CX strategies. Through a comprehensive suite of services, including corporate consulting, hybrid coaching, and immersive workshops, Jill helps companies become the employer of choice and the customer's top pick. Her relatable, real-world approach makes her insights accessible and actionable for businesses of all sizes.
As a visionary thought leader, Jill advocated for human-centered workplaces long before the pandemic brought this issue to the forefront. She recognizes that true success goes beyond surface-level fixes and instead focuses on developing strong leadership qualities and building meaningful relationships within organizations.
In a world where customer experience is king, Jill Raff is the queen of transformation. Her unique perspective, grounded in empathy and practical experience, is revolutionizing the way businesses interact with their most valuable assets: their people.
Thank you for reading this week.
Please share with others you think would benefit.
One More Thing
I want to share some of the exciting content and programs that I have created for your personal and professional growth:
DCX Executive Coaching - 1:1 coaching for customer-obsessed leaders (Mention DCX for 50% off the first three months)
7-Day FREE Trial - The Daily Challenge SMS Service - Daily messages designed to uplift your spirit, remind you of your worth, and inspire you to keep going, no matter what.
365 Days of Accountability - Accountability Books, Journals, and Exercises
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I hope you find these programs useful. Let me know if you have any questions or need any further assistance.
-Mark