Cleve Gibbon

Last week was big week.  It had nothing to do with hitting Vegas and everything to do with activating the WPP Sitecore Alliance.  What is that?

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I recently visited Six Flags in Illinois – a massive and totally awesome theme park. The purchase journey presented a number of options to buy the tickets: Mobile, Print, Collect and Post. Everyone one of them was a pain in the ass option with the exception of mobile. Who prints stuff when they’re on holiday? How many foreign travellers have a US address? Who wants to wait in line to collect tickets? However, I do have a mobile. To me, that was the only relevant option. Going frictionless means making it easy for me, the consumer, to engage with your business. What I’m seeing in the market is large scale failure in going frictionless by the majority and insane levels of success by those that are getting it right. And the gap between leaders and laggards is growing.

Going Frictionless: The Story

We are all consumers. You absolutely must create product and services that are simple, accessible and work to deliver frictionless consumer experiences. It’s the new norm.  Consumers expect companies to have their house in order.  Going frictionless is today’s brand challenge.

Know that there are two important audiences going frictionless needs to cater for:

• The consumer; we must deliver seamless and consistent engagement across all touch points in the journey.
• The enterprise; we must design systemic and sustainable business processes that craft consumer journeys from frictionless experiences at every touchpoint.

You need both. There is no point striving for frictionless consumer experiences if the enterprise cannot support them in a sustainable way at scale. Equally, the enterprise needs to craft connected experiences that consumers feel are frictionless. These two audiences are two sides of the same going frictionless coin where one informs and is informed by the other.

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