How Expanding Channels Created New Friction for Customers
As service channels expanded, customer expectations grew—but ease and consistency did not keep pace. This created friction across the experience, making it harder for customers to get issues resolved efficiently.
Key Findings
- 55% of consumers need to use two or more channels before an issue is resolved
- 44% of consumers say companies do not make it easy to contact them
- 40% of consumers must contact a brand two or more times before their issue is resolved
- 21% of consumers report never receiving a response when contacting a brand using social media
- 57% of consumers say they will usually tell someone after a bad customer experience
Download the Full Report
Access the complete findings, data, and recommendations from Northridge Group’s State of Customer Experience study.
Why It Matters
Channel expansion alone doesn’t improve experience. Without simplicity and consistency, more options can increase effort. Reducing friction is critical to delivering better outcomes and building long-term customer trust.
