On Brand with Nick Westergaard: Frictionless Customer Experience with Bill Price

Episode Highlights

Wait, Bill started a business in September of 2001? “Actually, it was on September 1, 2001,” Bill noted, adding, “I was in Boston and ended up stuck there with my first client.” This turned out to be good for building their relationship.

How to navigate challenging times like 9/11 and COVID. Beginning our conversation with a business in the aftermath of 9/11 is surprisingly relevant in looking at business today in the wake of a global pandemic. “There a lot of concern for customers. ‘If we lose them—we’ll lose them forever.’”

What to do when you’re in a consistently inconsistent environment. Bill advises brands to find their “true north” and continue moving toward it, going around or through obstacles that lie ahead.

What is The Frictionless Organization? In discussing his latest book, Bill notes that you have to first define all the different forms of customer friction. His book does this in an innovative way—providing both good and bad stories (case studies) of organizations with various forms of organizational/customer friction.

What brand has made Bill smile recently? After talking about both good and bad stories, Bill closed with a good story from a brand that made him smile, Les Schwab Tire Company—for their simple, ongoing efforts at building loyalty.

To learn more, check out Bill’s website for the book at frictionlessorg.com.

Want more Bill Price On Brand? Check out his first appearance back in 2017!