Customer Friction Assessment™

Is friction quietly leaking loyalty from your business?

Customers don't always complain before they leave.

Sometimes they go quiet, spend less, and choose someone easier. Ten questions. Five minutes. Find out whether your organization is managing friction, reacting to it, or missing it.

2 in 3customers give a company only one or two chances before leaving*

38%have left after an experience they'd still call satisfactory*

1 in 5stay, but quietly reduce their spending*

*Behavioral findings from our study of ~987 US consumers. Figures pending final verification against the Friction Benchmark Report.

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Question 1 of 10

If you don't know, say so. Not knowing is a finding, not a failure. Pick the answer your organization could actually demonstrate today.

Assessment complete

Your answers are in. Here's the trade.

Tell us who you are and you get three things. Your Friction Management Profile on the next screen. A copy by email you can keep or send to a colleague. And the research these questions came from, our study of 987 consumers on why customers quietly leave.

Your name

Email

Company or organization

Roleoptional

Let me know when you have new research or findings to share. We publish a few times a year. Nothing else. Tell me more about certification and assessment options. How Ridiculously Easy Certification works, and what measuring your own customers would involve.

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Your Friction Management Profile

Most systematic

Least systematic

Five profiles. Yours reflects what your organization can currently demonstrate.

Your answers reveal how systematically your organization currently sees, measures, owns, and reduces customer friction.

What you're doing well

Where friction may be hiding

The full picture

How your five dimensions read, based on your answers.

One question this assessment cannot answer

Would your customers give you the same answers?

This measures what your organization believes and can demonstrate about customer friction. It can't tell you whether that view matches what your customers actually experience. The gap between the two may be the most important thing you can find out.

Or have someone walk me through it.

We'll be in touch.

Powered by the Customer Friction Index™ methodology.

Lovable build payload (dev only)

Capture event log — what a live endpoint would have received, in order.