Kevin SimpsonCPA Web Books · Founder at CPA Web Books

How to Make Customers Happy #entrepreneur #smallbusiness

10 Apr 2025 · 1 min

Watch on YouTube

0:53

In this short instructional video, the speaker highlights the concept of "friction"—the resistance points customers encounter during their journey, as described in Roger Dooley's book Friction. He explains that friction leads to customer abandonment and frustration. Rather than attempting to eliminate every friction point at once, he advises entrepreneurs to identify and prioritize the biggest friction point—typically where customers experience the longest wait times, report the most frustration, or abandon the process. By fixing that primary issue first and then moving sequentially to the next biggest friction, businesses can improve customer satisfaction without overwhelming themselves or causing unintended side effects.

Chapters

There's a great book by a guy named Roger Dooley. I encourage you check it out. It's called Friction and it's all these resistance points that our clients experience as they navigate the customer journey with us. Perhaps you've experienced this when buying online or something. Or the point of frustration and you abandon. You give up. Well, your clients are doing that with you too. You need to fix the friction points, but don't fix them all. That's the key to this lesson. If you try to fix everything and it's like turning multiple dials at once, one could have an adverse effect on the other. Plus it can be overwhelming. Pick your biggest friction point. Just observe where time piles occur, meaning where do things wait or take the longest or customers report the most frustration. Or you just observe that clients abandon you. Which is the ultimate expression of frustration is at that spot where you likely have the friction point. Just fix that. Once that's resolved, move on to the next and then the next.