Companies have focused too much on removing friction from customer journeys. Customer experience (CX) leaders need a more nuanced understanding of friction; harnessing friction rather than eliminating it helps CX pros tap into a broader spectrum of emotions. Designing the appropriate level of friction into customer journeys earns customer trust and drives revenue-generating loyalty behaviors like retention and advocacy. This report helps CX leaders distinguish good friction from bad; understand the friction quotient of industries, journeys, moments, and customers; adjust by testing, learning, and orchestrating in context; and educate customers about the value of friction.