---
title: Friction - The Importance of Making It Easy to Do Business
description: "Friction. It slows down customer success. The more friction, the less likely you will have happy customers/clients. How easy it to do business with you?
 
It makes complete sense to me. And yesterday, I experienced my own service-related friction. Here's my story."
---

[TMC Digital Media Insights | Inbound Marketing and Sales Enablement ](https://success.tmcdigitalmedia.com/blog)

# [Friction - The Importance of Making It Easy to Do Business](https://success.tmcdigitalmedia.com/blog/friction-the-importance-making-it-easy-to-do-business)

 Written by [Erik MacPherson](https://success.tmcdigitalmedia.com/blog/author/erik-macpherson) | Oct 21, 2019 1:28:00 PM

 

Friction. It slows down customer success. The more friction, the less likely you will have happy customers/clients. [Brian Halligan](https://www.linkedin.com/in/ACoAAAAbObkBq1ZaEtI_RitWSKZLBSg5_JkA_5Q/) spoke about the importance of minimizing friction last year at Inbound 18. How easy is it to do business with you?

 

It makes complete sense to me. And yesterday, I experienced my own service-related friction. Here's my story.

 

 

 

**FRICTION**

Staples made it very hard for me to print out a few photos (yes, some people still do this). There was so much friction. Twenty (20) minutes later, I walked out of Staples frustrated and determined there is no need to go back there, still in need of printing out a few photos. 

 

**NO FRICTION**

Walgreens, on the other hand, minimized the amount of friction by allowing me to easily place an order to print a few photos, self-serve, happy to help me, within 3 minutes. I walked away happy. It was an exceptional customer experience.

 

**WHERE'S YOUR FRICTION?**

Think about your own company's customer experience. Where is there unnecessary friction? How can you minimize it? How can make your customers happier?

 

There's a reason I am a customer of [Dollar Shave Club](https://www.dollarshaveclub.com/home), shop on [Amazon](http://amazon.com) and [Vuori, Inc.](http://vuoriclothing.com), listen to my music via [Spotify](http://spotify.com), get my air filters from [FilterEasy](https://www.filtereasy.com/), and take [Lyft](http://lyft.com). They excel at minimizing friction. It's easy to get what I need. 

 

**SERVICE EXAMPLE**

Leveraging technology like HubSpot and creating new processes will help minimize friction.

 

**Take foodservice equipment service for example:**

 

 Traditionally, an end-user or dealer calls - yes, calls - the manufacturer rep (who they trust) to initiate the service request. The rep then has to call the factory and relay the information. Neither the rep nor the end-user knows when and what's going on with that service request. There is so much friction between everyone involved because of this outdated process.

 

**THERE'S A BETTER WAY**

Let's think differently, use technology, and minimize friction. It is proven that making it *easy to do business* equates to happy customers who will refer you more business. 

 

Your thoughts?

 

 

 

 

[View full post](https://success.tmcdigitalmedia.com/blog/friction-the-importance-making-it-easy-to-do-business)

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