How Eliminating Tech Friction Wins More Customers and Sales
Table of Contents
(Sponsored Content)
Understanding Customer Frustrations and Their Impact
Have you ever visited a company’s website looking for a product but couldn’t find it? Or were you ready to make a purchase but couldn’t get a simple question answered? Perhaps you filled out a long online form that glitched and then directed you to call Customer Support. Did it feel like a “Shell Game” where you could never figure out where the ball is? ServiceEase helps organizations better understand customers and uncover friction points to create seamless experiences.
Customers are spending time, money, and frustration just trying to get a product, service, or technology delivered or working, or to resolve an issue. That “Unpaid Customer Labor” is costly to customers and creates a cascading cost to companies, which includes:
• Lost customers
• Lost revenue
• Negative word of mouth
• Decreased productivity
• Increased sales and marketing expenses
The Role of Technology in Customer Experience Challenges
As customer interactions and transactions have been increasingly enabled by technology, sometimes technology that is supposed to improve customer experiences exacerbates issues. According to the 2023 National Customer Rage Survey:
• “74% of consumers reported a problem with a product or service in the last year, and the number of customer problems, more than doubling since 1976”
• “79% of customers who complained reported having to put in a High or Very High effort to complain” in an attempt to resolve an issue.
As companies continue to implement new technology, it is vital that customer interactions and transactions are understandable, easy to use, and efficient.
How ServiceEase Can Help
ServiceEase specializes in helping midsize to enterprise organizations better understand customers and uncover friction points to create seamless online experiences through customer research, usability testing, strategy planning, and training.
A UX Audit is a good starting point in transforming your customer touchpoints. This expert review of your website, app, or other digital product systematically evaluates usability, design, content, functionality, and engagement from the perspective of your target audience. By identifying and addressing issues, a UX Audit ensures a seamless user experience, helping you meet your business goals and engage more effectively with potential customers.
Real-World Success Stories and Expertise of ServiceEase
Lisa D. Dance, User Experience Researcher and Founder at ServiceEase, has been strategizing ways to improve customer interactions since she was nine years old, when she told her mother she wouldn’t shop at a particular store anymore because of how they treated their customers. She knew even at 9 years old that being a customers shouldn’t be a frustrating experience.
After working for Indeed and Genworth, where its website won 17 national and international awards and ranked high on customer satisfaction, Lisa utilizes her experience in highly regulated industries to help midsize to enterprise organizations make customer experience a competitive advantage. In addition to public speaking, Lisa is the author of “Today is the Perfect Day to Improve Customer Experiences!” and has written articles for CMSWire and Quirks. Lisa was nominated for 2025 Innovator Award for the Margaret Lyn McDermid (MLM) Women in Tech by rvatech.
Client Spotlight: Peoples Advantage Federal Credit Union
ServiceEase works with a variety of organizations including purpose-driven financial services like People's Advantage Federal Credit Union (PAFCU). With a growing presence that includes a Financial Empowerment Center in Henrico, business banking services, and being named the 2024 “Credit Union of the Year” by the League of Credit Unions, PAFCU has an important mission of bridging financial gaps.
ServiceEase worked with PAFCU to conduct a User Experience Audit of their online membership and auto loan applications, providing a prioritized list of recommendations to optimize these key sales channels. Amanda Habansky, President/CEO, Peoples Advantage Federal Credit Union, shared,
“I was delighted to have someone who I knew was deeply committed to not just UX overall but also understood the mission of Peoples Advantage. Lisa provided a thorough evaluation and helpful and constructive feedback that supported our ability to optimize the member experience and grow our membership and reach.”
Ready to Improve Your Organization's Online Customer Experiences
Book a Discovery Call: Reach out to ServiceEase for a complimentary 30-minute consultation to identify key areas where your customer experience can be improved. Contact Lisa D. Dance to schedule your session.
Not Ready to Book a Call: Tune into “UX Happens in RVA” show during the “On the MIC with MIKE”/Mike King Radio show on ESPN Richmond 106.1 twice a month to learn how local organizations are improving user experiences and customer experiences. Check out dates and replays on the ServiceEase.net.
