David Avrin — Customer experience expert
Published:
The unnecessary friction is when you say, okay, you need a receipt [for a return], but we're only going to give you store credit. One part was protecting the enterprise and compliance, and the other part was just a decision on your end that makes you a pain in the ass to your customers... when they make it very, very difficult to cancel a subscription. That's unnecessary friction. Those kinds of things make people very frustrated.
What does David Avrin say on The Agile Brand with Greg Kihlström?
David Avrin, Customer experience expert, says: This episode/interview with customer experience expert David Avrin explores the idea that the strongest competitive advantage is being effortlessly easy to do business with. Avrin argues leaders should prioritize eliminating unnecessary friction across policies and operations, adopt a dynamic economic view that accounts for customer sentiment, and ensure marketing and CX have a seat at the decision-making table to prevent short-sighted choices that drive customers away.
From: The Agile Brand with Greg Kihlström
Cite as: David Avrin. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/david-avrin-the-unnecessary-friction-is-when-you-say-okay-you-need-a-r