31. Strategically Reducing Customer Friction
When you make it a priority to avoid friction, it ensures that you will insist on a system design that fully supports the customer at every stage of their journey. This requires messaging that resonates with them emotionally, acknowledging their desire. And it means fact-based messaging that provides guidance and inspires confidence, freeing the customer to move unencumbered toward their goal. It also means creating a server infrastructure of right size and shape - not so small that pages load slowly and demotivate your customer, and not so large that your operating costs become uncontrollable and drive you out of business.