The best example to use for having an amazing experience is always, Chick fil a. They’ve gotten customer service down to the verbiage and what works for them is not only “my pleasure” it uniformity, they pay their team well, food quality is great and service is fast and accurate.
Now, where I’ve seen friction impact a company is when a former company refuse to invet in much needed technology due to security fears. Therefore, ths made services much harder to keep for out of town customers, customer’s that satyed out of walking distance and disabled customers.