In brief

In brief

  • Your customers want their interactions with you to be friction-free.
  • They won’t always be able to "see" or articulate the friction that’s creating the pain points in their experience, but they’ll feel it.
  • Creating effortless interactions—experiences so simple, easy and natural, we don’t even think about them. This is the future of customer experience.
  • It takes more than the best technology, data or capabilities. It demands a customer-centric mindset that inspires profoundly different behaviors.

Accelerating growth with data driven customer experience

It has never been more important to know where friction is hurting your business. Friction is an invisible force that impacts much of our day-to-day existence. Often, it operates unseen. But it’s there, hidden in the details, making everyday interactions more difficult, more time-consuming and more frustrating than they need to be. In today’s "one size fits none" world, our consumer research reveals companies are losing nearly $1 trillion in revenues to customer switching because they’re not consistently relevant to customers in the moment. Today it takes more than the best technology, data or capabilities. It demands an intensely customer centric mindset—one that inspires profoundly different behaviors.

Accenture Research shows that creating frictionless experiences are central to consumer-facing businesses and reducing friction has become a core driver of competitive differentiation.


of consumers who switch from one brand to another state that the lure of a more relevant product, service, or experience is behind the shift.

Taking nothing for granted, CXO’s are continuously thinking about how to attract and retain customers by offering consistently relevant, personalized and frictionless experiences.

How Accenture finds and removes friction for clients

Accenture’s data-driven strategy framework helps companies identify friction and prioritize impactful interventions while building a solid evidence-based case for change:

1. Analyze

in-house and third-party data sources to create and test a frictionless hypothesis.

2. Model

user engagement, propensity to buy, customer satisfaction or other target business outcomes.

3. Conduct

comparative learning and determine competitor positioning/capability.

4. Analyze

user personas, product capabilities, market sizing and segmentation.

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A sophisticated understanding of customer lifetime value (CLV) is central to the analysis. CLV provides the baseline value that customers currently ascribe to a company’s products, services and experiences. Without that baseline, it’s impossible to prioritize the sources of friction customers are experiencing or quantify the incremental value that removing friction will add.

Ready to get started?

Here are three questions you can ask to kick-start a data-driven journey to truly frictionless and effortless experiences today:

Question 1:

Do you have data to help you define a set of hypotheses about what’s causing friction in your customer experience?

Question 2:

Can your team perform the data analytics, develop and test hypotheses, prioritize the most valuable actions and build an unarguable case for change?

Question 3:

Can you align around an understanding of frictionless experience and how it cascades through the organization and into the end-to-end customer experience?

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Philip Davis

Managing Director – Accenture Strategy 

Craig Vaughan

Managing Director – Accenture Digital


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