Customers aren’t becoming less patient, businesses are becoming harder to deal with.
The Frequency of Customer Friction is a customer experience research study that examines how everyday friction, waiting, repeated effort, limited access to help, and poorly designed systems, shapes customer behavior. Based on real behavioral data (not just sentiment), the report reveals why even “satisfactory” experiences are driving silent exits, how effort predicts loyalty and defection, and where friction is unintentionally designed into modern customer journeys. Authored by David Avrin, in partnership with XEBO.ai, this study equips leaders with the insights needed to identify friction hotspots, reduce customer effort, and build experiences customers choose to stay with.

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