How Easy Is It to Do Business With You?
Customer loyalty depends less on friendliness and more on friction. The real question is how easy your processes, communication and purchasing experience actually are for customers.
7 min read
0:00
0:00
Anne-Marie Vissers of Kunden Erlebnis works with entrepreneurs who, when asked what drives customer loyalty, tend to give the same answer: friendly employees. And yes, friendliness matters. But as Vissers is direct about, it is a basic requirement, not a competitive advantage. Every business is expected to be friendly. The question that actually separates companies with strong retention from those quietly losing clients is a different one entirely: how easy is it to do business with you? That question shifts the focus from attitude to structure, from intention to experience. Friendliness lives in the person. Ease of doing business lives in the system.