I can remember a couple of times when I was young that my Mum actually polished the slide in my local park. Yes, she took a can of polish and a duster to the park and polished the slide surface! The polishing meant that the slide experience was even more exciting, as I flew down the slide extremely fast and without any friction, and myself and my friends repeated this process time and time again.
It is just the same with customer experience. The more ‘friction’ there is in a business process, the more resistance that a customer encounters, and the less satisfying the customer experience will be. So, the more boxes the customer has to fill in, the more hoops they have to jump through, the more forms there are to fill out, then the higher the level of perceived hassle and effort from the customer’s point of view.