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Inclusive Customer Experience Assessements

Improve Your Coversions By Eliminating the Friction In Your Customer Experience

You’d be surprised how much friction exists in the customer experience most brands deliver. That friction increases significantly for people from underrepresented and underserved communities.

And as a result, consumer frustration increases and your conversion rates suffer. No bueno.

When you take the time to evaluate how the experiences you’re delivering impact all the people you’ve identified as your ideal customers, including those with identities that don’t quite fit into what is considered “mainstream”, you’ll be poised to eliminate the friction that prevents many of them from buying from you.

Examples of Friction in Customer Experiences Brand's Deliver


For instance, this Spanish-speaker went to this website of a car brand and could not find the place to change the website content into Spanish (even though the brand had already invested resources in translating the content). That friction prevented him from taking the next step forward.


And this Black woman struggled to find enough people who looked like her, that weren’t also workers on this hotel’s Instagram account. That friction caused her to hesitate to book a stay.



This hearing impaired woman struggled to watch a long-form interview of a podcast on YouTube because the visuals in the 30-second introduction were so overwhelming, she couldn’t focus on the captions. That friction prevented her from taking the next step forward.



This gay man experienced friction when he was on a hotel website and couldn’t find anything that made it clear that he would feel safe if he chose to stay there. That friction impacted his buying decision-making process.



And this woman who follows a gluten-free diet struggled to find the information she needed about menu items that were safe for her to eat on a restaurant’s website. That friction caused her to be frustrated with the experience the restaurant delivered, before ever setting foot in the door.


How the Assessments Work

Step 1

You order your assessment

Step 2

You receive an email to submit information needed to complete the assessment via an intake form

Step 3

Once you submit your intake form you’ll receive an email to book our 45-minute kick-off call

Step 4

On our kick-off call we’ll chat through any questions from your intake documents and inputs. We’ll ensure I have access to everything I need to complete the assessment. And we’ll also schedule a 45- minute time-slot to review the findings of the assessment within 2-4 weeks

Step 5

I’ll go off and complete your assessment

Step 6

I’ll prepare a detailed report of the findings from the assessment, along with recommendations on how to eliminate any identified friction, as well as areas of opportunity

Step 7

We’ll have a 1-hour call to review the assessment findings and answer any questions you have

What's Reviewed In the Assessments

Let's Chat

Book an appointment to chat about eliminating the friction in your customer experience

Or shoot me an email at sonia at

Inclusive Customer Experience Assessments - Inclusive Marketing HUB