Are you wondering what customer privacy, customer emotions, and trust have in common? Good friction is the answer. Joana de Quintanilha and I have spent the last few months investigating the role of friction in customer journeys and its impact on customers’ emotions. Though most think that the most memorable experiences are built on no friction at all, we discovered that this is not always the case. In fact, an optimal level of friction delivers experiences that customers enjoy and remember, and even more so, “good friction” drives customer emotions that promote trust, such as empathy, accountability, and dependability. But “good friction” doesn’t happen by accident. On the contrary, customer experience (CX) pros must learn how to calculate and apply the appropriate “friction quotient” to each specific journey.
Do you want to get started? Come and join me for my keynote, Good Friction Applied: Customer Privacy, Emotions, And Trust, and we will put the learnings from our research to work in the context of customer privacy and consent. As customer data becomes the key ingredient to deliver truly meaningful and connected experiences, many companies still struggle to design and serve consent notices that customers trust, privacy teams approve, and customer experience professionals like you actually like. Too often the problem is that privacy journeys come with too much friction.
It’s time to fix that! And this is your opportunity to learn more about harnessing good friction to improve customer consent notices, drive the right customer emotions that promote trust, and deliver benefits to your company that go from trusted data to customer loyalty and advocacy.