189. Find the Hidden Friction in Your Customer Journey (Before It Costs You Customers)

Hidden friction can exist anywhere in your customer journey — even when your brand has good intentions, strong values, and a solid product. These small, often invisible moments quietly frustrate customers, slow conversions, and limit brand growth long before teams realize there’s a problem. In this episode, Sonia Thompson introduces her Friction Finder Growth Audit framework, a practical approach designed to help brands uncover and remove the friction hiding across their customer experience. You’ll learn how friction shows up at different stages of the customer journey, why it’s so easy for teams to miss, and how even minor experience breakdowns can compound into lost customers and weakened trust. Sonia walks through how brands can identify friction tied to messaging, experience design, customer touchpoints, and internal assumptions — and how addressing these gaps can unlock stronger growth, loyalty, and long-term performance. You’ll learn: What “hidden friction” really looks like across the customer journey Why friction often goes unnoticed inside well-intentioned brands How customer experience gaps limit growth and conversions How to use the Friction Finder Growth Audit to diagnose issues Where to focus first to remove friction and improve results This episode is essential for growth leaders and marketers focused on customer experience, growth marketing, customer journey optimization, and building frictionless experiences that convert and retain customers.