Customer friction is anything that hinders the customer from buying your products or services.
Whenever there is customer friction, a company’s marketing funnel and sales funnel both get affected which affects revenue as well.
A customer labels it as bad customer service by the company.
This may also lead to bad word of mouth marketing by the customer.
Word of mouth is an important mode of marketing and bad impressions through word of mouth may lead to loss of potential or even existing customers.