Plano, TX – Oct. 4, 2016 – NTT DATA, Inc., a leading business and IT services provider, today released the company’s latest business analysis, “Your Customers Are Experiencing Friction – Now What?” and its proprietary Customer Friction Factor (CFF℠) framework to help businesses evaluate, understand and improve how they interact with their customers.

“The NTT DATA Customer Friction Factor assessment helps our clients understand and mitigate interactions that negatively impact a customer’s experience, which provides an opportunity to increase loyalty and influence financial performance,” said Brad Rucker, senior vice president at NTT DATA. “Our comprehensive approach allows businesses to proactively understand the customer experience and leverage the findings to help reduce customer friction, improving the experience for the customer.”

Unlike traditional customer surveys, Net Promoter Score (NPS) or sentiment analysis, NTT DATA’s CFF℠ uses a four-step process to benchmark customer friction, as well as competitor comparisons and recommendations for improvement. The CFF℠ employs a quantitative, objective and proactive approach to measure customer friction in five categories:

  • Engagement Friction - Related to any touchpoint with the customer
    (Example: Five minutes of hold time)
  • Technical Friction - Driven by a challenged technical solution
    (Example: Web page not designed for mobile platform)
  • Knowledge Friction - Caused from use and misuse of customer/organization knowledge
    (Example: Customer preferences not available during future interactions)
  • Ecosystem Friction - Created through integration with the extended enterprise
    (Example: Shipment tracking information not relayed to customers)
  • Process Friction - Associated with the activities and channels involved in a process
    (Example: Email, call center and fax required to complete a transaction)

As part of the CFF℠ assessment, NTT DATA measures each category against competitors and recommends focus areas to reduce overall customer friction. Recommendations include specific goals for understanding, redefining and improving a company’s customer experience, along with expectations for the amount of customer friction reduction within each area.

To date, NTT DATA has completed successful CFF℠ engagements with clients in the retail, manufacturing, financial services and insurance industries. For more information on NTT DATA’s CFFSM assessment — visit The Customer Friction Factor Assessment webpage or download the report: “Your Customers Are Experiencing Friction — Now What?”.


About NTT DATA

NTT DATA is a leading business and IT services provider and global innovation partner with 80,000 professionals based in over 40 countries. NTT DATA emphasizes long-term commitment and combines global reach and local intimacy to provide premier professional services, including consulting, digital, managed services and industry solutions. We’re part of NTT Group, one of the world’s largest technology services companies, generating approximately $100 billion in annual revenues and partner to 85% of the Fortune 100. Visit www.nttdata.com/americas to learn more.

About NTT DATA Services

NTT DATA Services partners with clients to navigate and simplify the modern complexities of business and technology, delivering the insights, solutions and outcomes that matter most. We deliver tangible business results by combining deep industry expertise with applied innovations in digital, cloud and automation across a comprehensive portfolio of consulting, application, infrastructure and business process services.

NTT DATA Services, headquartered in Plano, Texas, is a division of NTT DATA Corporation, a top 10 global business and IT services provider with 118,000+ professionals in more than 50 countries, and NTT Group, a partner to 88 percent of the Fortune Global 100.

Media Contacts

Latest News

NTT DATA Awarded Contract by the State of Oklahoma to Improve Employee Experience

Plano, TX – February 25, 2020 – NTT DATA Services, a recognized leader in global technology services, today announced the company won a five-year contract with the State of Oklahoma to improve its employee experience by deploying, managing and supporting end-user computing devices for the Oklahoma Office of Management and Enterprise Services (OMES).

READ MORE

John McCain, Former Chairman and CEO of NTT DATA Services, Passes Away

PLANO, TX – February 14, 2020 – We are deeply saddened to share that John McCain, former chairman and CEO of NTT DATA Services, has passed away after a battle with glioblastoma.

 

READ MORE

NTT DATA Recognized as a Leader for Healthcare Payer Digital Services by Everest Group for the Second Consecutive Year

TOKYO, JAPAN and PLANO, TX – February 11, 2020 – NTT DATA, a recognized leader in global technology services, was named a Leader in the recently published report by Everest Group, “Healthcare Payer Digital Services PEAK Matrix® Assessment with Service Provider Landscape - 2020,” which analyzes the changing dynamics of the healthcare payer digital services landscape.

READ MORE