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Eliminating friction – what’s the reality behind the buzzword?

April 13, 2017 1:32 pm

You’ll hear a lot of people in the card payments industry, and indeed experts within several other technology sectors, who talk about eliminating friction. But what does it mean and why is it so important?

Put simply, eliminating friction is removing any barriers to your customer being able to buy what they want, how they want. Some customers will want to use ApplePay or contactless cards for speed and convenience, others may prefer to use a chip and pin machine. In this instance, eliminating friction means making sure you don’t annoy or lose customers because you don’t have their preferred means of payment available.

Once you’ve made sure that you’re providing the right means of payment for your customers, the next step is to make sure you have a robust and reliable solution. Using trusted technology allows you to focus on your core business, and of course, your customers. In this context, eliminating friction means having a card payment solution that just works without constantly crashing or struggling to handle volume during peak times, which cause your customers a delay in paying.

A card payment option that works the way they want it to may be the end of the story for the customer, but for the business owner there are other hurdles to leap. Many card payment providers send complex invoices which make it hard for businesses to see whether they’re truly gaining value from their card payment solution. They’re often too baffled by the paperwork to pursue it when they have a business to run. I enjoy being able to provide quotes to customers which demonstrate just how much we can save them by switching, but I think for customers often the greater value comes in the simple and transparent invoicing process which not only clarifies the cost saving, but saves them time, too.

South Coast Payments has taken the concept of eliminating friction to heart. We’re a local business for local businesses, and that means we’re always on hand to help. A call to our helpdesk gets you through to a real person in a UK-based call centre straightaway. Our accounts and sales teams are even incentivised by their customer service levels rather than revenue targets so they can find the right solution for each customer. According to the buzzwords, this is how we eliminate friction not only for your customers, but also for you as a business owner. That may be true, but the way we see it is that we provide a solution that just works, so you can get beyond buzzwords and keep building your business.

Contact us if you would like to find out more about saving time and hassle with the latest card payment solutions. A member of our expert team will be happy to provide more information on how South Coast Payments can help to benefit your business. Give us a call on 02392 489911.