How to Make Customers Happy #entrepreneur #smallbusiness
10 Apr 2025 · 1 min
0:53
In this short talk, the speaker references Roger Dooley’s book Friction and explains that customers often abandon a purchase when they encounter resistance points—‘friction’—in the buying journey. The core advice is to avoid trying to eliminate every friction point at once, as simultaneous changes can interfere with each other and overwhelm the business. Instead, entrepreneurs should observe where the biggest delays or frustrations occur (e.g., where customers wait longest or abandon the process), prioritize that single friction point, fix it, and then move on to the next. This iterative approach helps improve the customer experience without causing unintended side effects.
