Trends Report

Harness Friction In Customer Journeys To Drive Emotional Engagement

How To Leverage Friction In Customer Journeys To Build Trust

September 29th, 2021
With contributors:
Martin Gill , Clarissa Skinner , Melissa Chaudet


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.