Trends Report

Harness Friction In Customer Journeys To Drive Emotional Engagement

How To Leverage Friction In Customer Journeys To Build Trust

September 29th, 2021
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
Enza Iannopollo, Principal Analyst
Enza Iannopollo Principal Analyst
With contributors:
Martin Gill , Clarissa Skinner , Melissa Chaudet

Summary

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.

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