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

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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