Now that you're on your way to improving online visibility let's look at another area of friction that can keep potential customers from visiting your center or booking a party. It's your online reputation, which may be the worst friction point because these are actual customers who are now telling others not to come to your center.
To manage your online reputation, you have to know when people are talking about you and respond quickly. Using an online reputation management tool like MerchantCentric can help you keep track of all your reviews from multiple sites.
Even the untrained eye can distinguish good website experience and bad ones. A poorly designed website can not only create friction but act as a roadblock to getting new customers.
In Google Analytics, set up Events Goals to track how many visitors are getting to your online booking app and Goals to determine how many people are completing the process. The insights will give you the ability to identify how many people are getting to your online booking page; then you can run experiments to make improvements.
Your Customer Experience
The customer experience may be the most critical area to minimize customer friction because it's what determines if they will ever come back, rave about you, or tell their friends to avoid your center like the plague.
If the check-in process for a birthday party is confusing, or if there's mass confusion amongst your staff in double-booking parties, your customers will likely share their experience on review sites.
How to fix it:
From my experience, customer delight and advocacy start with the first impression and builds with consistent, high-quality interactions with a company. Start by identifying the areas of friction throughout the customer journey with your team and try new things to reduce frustrations.
Coming Full Circle
Now that we've taken you through the common areas of friction and ways to fix them, it's time to look at the ones that are unique to your center.
If you're experiencing a revenue growth stall, there's a pretty good chance that there are customer friction points you have not addressed—or don't know about.
By overcoming confirmation bias and looking at circumstances objectively, you'll be on your way to reducing friction and accelerating your flywheel. If you don't, you might find yourself in the wilderness fighting for survival with Bear Grylls.