It's easy to think of the physical or digital space a customer moves through as just a container for the service, with the service itself being the thing that actually matters. In practice, the space isn't separate from the service. It's the first several minutes of it.
Where a customer has to pause to figure out where to go. Whether the signage answers their question or raises a new one. Whether the layout makes the thing they came for easy to find, or buries it behind whatever you'd rather they browse first. Every one of these is a small decision somebody made, on purpose or not, and every one either supports the experience you're trying to deliver or quietly works against it.
None of this takes a renovation or a redesign to fix. Most of the time it just takes walking through the space the way a first-time customer would, noticing where they hesitate, and being honest about which of those hesitations were on purpose and which ones just happened. The businesses that feel effortless to move through almost never got there by accident. Somebody noticed the friction and decided it wasn't acceptable.