"Even the strongest brands can lose customers when the buying process becomes confusing, slow or unnecessarily complicated. From unclear next steps to impersonal systems and delayed follow-ups, friction points-big or small-can quickly erode trust and derail a purchase. Improving the customer experience means designing journeys that honor customers' time, expectations and emotions at every stage. The members of Forbes Agency Council have encountered plenty of friction themselves as consumers."
"Simplify communication and humanize the process! We've lost actual people in the process. Customers want clarity and transparency. We seek connection-brands that make the buying experience feel effortless, personal and supported from start to finish. Personalized packaging, thank-you notes, shout-outs on social media and posts that use collective community hashtags make customers feel a part of something bigger. - Jade Bartholomew, Sierra Six Media Limited"
"As a customer and as a leader in digital strategy, I've identified that the most common friction in the buying process comes from a lack of clarity and guidance at each stage of the journey. If I could recommend just one action, it would be this: Design a proactive, omnichannel communication process where the user always knows what's next, how long it will take and who is guiding them. - Santiago Rubio, Sube - Digital Agency"
Friction in the buying process—unclear next steps, impersonal systems and delayed follow-ups—erodes trust and can derail purchases. Brands should humanize communication through personalized touches, clear messaging and community-oriented interactions to make customers feel supported. Each stage of the journey must offer clarity about what comes next, expected timelines and who is guiding the customer, delivered across channels. Reducing cognitive load requires anticipating emotional strain, minimizing unnecessary decisions and providing context-aware guidance. Designing faster, clearer and more human-centered buying experiences honors customers' time, expectations and emotions and improves conversion and loyalty.
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