Customer friction often hides in the gaps between what companies measure and what customers actually experience.[1] While data shows where users drop off, they rarely reveal why. Customer journey mapping uncovers these invisible pain points by capturing the full context of user actions, emotions, and barriers.
Some common friction points include confusing navigation, unclear instructions, and unnecessary steps that frustrate users. These issues compound when customers switch between channels or devices. What seems like a minor inconvenience in isolation can become a major obstacle when experienced repeatedly throughout the customer journey.
By documenting each touchpoint and transition, teams can spot patterns that individual metrics miss. This holistic view reveals how small frictions accumulate into abandonment, negative reviews, churn, and lost revenue. Understanding these hidden barriers is the first step toward creating smoother, more intuitive experiences.
