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How to remove friction 😖 and improve customer loyalty 📈 | Friction, Author, Roger Dooley

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Roger Dooley is the author of Friction - a book exploring why friction matters to customer experience. In this episode Roger shares his tips for identifying points of friction, and how to use friction to your advantage so you can build customer loyalty.

 

Resources mentioned:

 

Key takeaways (starts at 36:39):

  1. Friction can cause problems for customers and breed disloyalty.
  2. Put on your ‘Friction Goggles’ to identify pain points.
  3. Don’t focus on delight, reduce friction to improve the experience.
  4. The burden of effort is on CX professionals.
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CXL - Customer Experience Leaders

We reveal the secrets of how great brands delight their customers. Forget the fluff and industry jar 
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