Ep 47: Customer Friction: The Straw That Broke the Customer's Back in B2B Marketing

Think customer loyalty comes from going above and beyond? The research says otherwise.In this episode of Revenue Rewired, Jay Feitlinger and Sarah Shepard share insights from their company book club read, The Effortless Experience, and why meeting expectations consistently beats delighting customers. They break down real examples of how small friction points cost businesses big money and introduce the "big P, little P" framework that changes how you think about customer preferences.What you'll learn:What "big P, little P" means: big P is your customer's fundamental preference about your product or service, little P is how they prefer the transaction to happenWhy delighting customers doesn't actually move the needle on loyalty, but meeting expectations consistently doesHow one extra click, one repeated phone call, or one unnecessary step can be the straw that breaks the customer's backWhy companies build processes that work for their back end systems but create friction for customersHow a roofer lost a major job by asking the customer to climb on the roof and take measurements himselfWhy the bare minimum expectation at a medical facility was simply "don't kill me" and what that reveals about customer prioritiesThe questions every department should ask: Are we easy to find? Easy to buy from? Easy to work with? Easy to pay?Key insight from this episode: The friction that seems small to you is often huge to your customer. Before investing in ways to delight customers, make sure you're not failing them on the basics.About Revenue Rewired:Revenue Rewired is a podcast for B2B marketers, sales leaders, and business owners navigating the intersection of sales and marketing. Hosted by Jay Feitlinger and Sarah Shepard, each episode delivers actionable insights for mid market companies looking to grow revenue strategically.Effortless Experience: https://www.amazon.com/Effortless-Experience-Conquering-Battleground-Customer/dp/1591845815Contact Us:Email: [email protected]: www.stringcaninteractive.comReach out to the hosts on LinkedIn:Jay Feitlinger: https://www.linkedin.com/in/jayfeitlinger/Sarah Shepard: https://www.linkedin.com/in/sarahshepardcoo/Buy the Revenue Rewired book: https://www.amazon.com/Revenue-Rewired-Identify-Leaks-Costing-ebook/dp/B0FST7JCXQKeywords: customer experience, customer loyalty, effortless experience, customer friction, B2B customer service, customer expectations, customer retention, sales and marketing alignment, mid market growth, revenue operations, book club, customer preferences, business growth