In a world of hyper efficiency, let's embrace a little bit of friction

In our world, which resides mainly within the domains of B2B technology, efficiency is king. The pathway to resolution needs to be easy, people are time poor and everything needs to be placed on a platter for potential buyers. And while much of this is certainly true, as Mark Ritson said in a presentation I recently saw him deliver at the Kantar Most Valuable Brands 2023, the pendulum has swung too far in one direction. Friction isn't a bad thing. In some cases it can be very good, so let's consider why?

While friction may seem counterintuitive, it can actually serve a purpose, particularly in our marketing world:

Build anticipation and desire

Friction creates a sense of anticipation and desire for a product or service. When customers encounter hurdles or have to wait for something, it can heighten their desire and make the end result more satisfying. Limited availability, pre-orders, or exclusive access create a sense of urgency and make customers more willing to overcome friction to secure the product or service. I recently experienced this with a car purchase. The friction did frustrate me at the time, but the sense of anticaption made the desire grow stronger.

Qualify leads

Friction helps filter out unqualified or less committed leads. By introducing certain barriers, or having a process that doesn't autofill and do everything for us, it ensures the individuals who proceed are genuinely interested and are more likely to convert into customers. This helps prioritise resources and focus efforts on leads that have a higher potential for conversion.

Enhance perceived value

Friction contributes to the perception of higher value. If a product or service is readily available and easily accessible, it may be perceived as less valuable. By introducing certain obstacles, such as limited availability, application processes, or membership requirements, we create an impression of exclusivity and desirability, leading to increased perceived value.

Drives greater brand equity

How I hear you ask? Consider buying a new piece of furinture at IKEA. Ayone who's done this knows the process is about as far from efficient as you can get. You drive a million miles to reach a warehouse, trawl your way through a showroom, grab the items you need and spend most of the day putting the damn thing together. But there's a weird sense of satisfaction at the end of it all. Plus, you probably spent most of your day doing this and discussing it with your better half. The IKEA experience and brand dominates your entire day. You discuss it with friends and swear you're never going back again. Two months later, you're back in store buying something else.

Improve customer commitment

Friction increases customer commitment and reduces buyer's remorse. When customers have to invest effort, time, or resources into the purchase process, they are more likely to follow through and feel a sense of ownership once the transaction is complete. This reduces the likelihood of returns or cancellations and fosters a stronger customer relationship.

Don't get me wrong, I'm not suggesting we throw efficiency entirely out the window, but when used strategically, friction can be the secret sauce in an otherwise dull world of efficiency. We all need to be challenged, to think and to work for something. Yes, excessive or unnecessary friction can lead to frustration, abandonment, or negative customer experiences. Hence why it's important to carefully evaluate the context, target audience, and desired outcomes to determine the appropriate level of friction to employ in any part of the marketing process.