My plan3 (pre-COVID) lands minutes before a severe thunderstorm absolutely pummels the area. I sat the storm out in a Culver's Restaurant (pork tenderloin sandwich and cheese curds), browsing Customer Development notes for the meeting I would have the next day.
This company had a beautiful lobby. Heck, everything was perfect. And for good reason. This company was (and still is) thriving. I was hired to solve a Customer Development problem, a problem that didn't exist. Annual repurchase rates were north of 70%. Customers loved the retail experience so much that online penetration was sub-standard. This company wanted me to help the move customers from a wonderful in-store experience to an online experience.
The Marketing Executive sits me down, and then approaches the grease board.
With effect, he pulls out a black grease board sharpie and writes one word.
For effect, he underlines the word a few times.
There is a belief that if you just remove "friction" you'll convert customers and as a result you'll be great at Customer Development.
"Friction" becomes a math issue in Customer Development. Which customer would you prefer to have?
- A customer who visits your site six times in six days before purchasing.
- A customer who visits your site three times in six days before purchasing.