Sometimes contact (friction) reduction is a quick fix. A well-written FAQ topic or a minor design change on a page can prevent thousands of calls per month in large organizations. The positive impact creates a “flywheel effect,” and your organization will rally for contact reduction.

Sometimes, contact reduction projects are completed without positive results. It then becomes easy to dismiss contact (friction) reduction by dismissing the remainder as “tweaks,” “details,” or a low priority—just like CRM, A/B testing, and the internet became fads after initial failures.

A wise man once shared a great solution for un-stucking an organization that has lost faith in contact reduction: “Never let a good crisis go to waste.” Calls will soon overwhelm your contact center, and blood will flow through the streets. Seize that crisis momentum to change your organization’s perspective on contact reduction.