Creating a Friction-Aware Culture
Changing Friction to Deliver a Better Customer Experience
Shep Hyken interviews Roger Dooley. They discuss his new book, Friction: The Untapped Force That Can Be Your Most Powerful Advantage, and how it applies to the customer experience.
The Interview with Roger Dooley:
Friction is “any unnecessary expenditure of effort to accomplish a task.” This effort can include both time and money and affects both customers and employees. Not eliminating friction can cost you the loyalty of both your customers and your employees alike.
Businesses need to develop a “friction-aware culture.” Once you’re aware, not only will you see friction everywhere, but you can start to fix it. A smoother CX results in happier customers, higher sales, and a more productive and engaged team.
Trust and friction work in direct opposition to one another. Sometimes we will put up with extra friction to trust in security (i.e., a safety deposit box).
