To future-proof your business, you need to do more than merely offer high-quality and great service. You need to become Ridiculously Easy to Do Business With. This practical guide offers over two dozen categories of policies and behaviors that cause "friction" (frustration) for your customers and clients. If left unaddressed, you will undoubtedly see a steady exodus of customers as they seek more accommodating and aligned alternatives. Customers will leave you for competitors if you give them a reason to.

In this book, you will learn why it's critically important for you to become Ridiculously Easy for customers or prospects to have speedy access to service, answers, response, resolution, and delivery; understand why speed has become a primary driver for customer choice; try before they buy-without having to give you their credit card!; customize their order or choose their customer journey; see the price without going through pages of online text or meet with a sales rep; remember what they are paying for, and why they chose you in the first place; cancel a subscription, return an item, or change their mind so you can keep the relationship and sell them something else down the road; and trust you, the process, and others who have shared their buying experience online.