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: 
Friction (book), by Roger Dooley
Perennial Seller (book), by Ryan Holiday
Michael Momsen (LinkedIn)
Adam Jaffrey (LinkedIn)

 

Key takeaways (starts at 36:39):
Friction can cause problems for customers and breed disloyalty.
Put on your ‘Friction Goggles’ to identify pain points.
Don’t focus on delight, reduce friction to improve the experience.
The burden of effort is on CX professionals.

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.
&nbsp;
Resources mentioned: 
<ul>
<li><a href="https://www.rogerdooley.com/books/friction/">Friction</a> (book), by Roger Dooley</li>
<li><a href="https://www.amazon.com.au/Perennial-Seller-Making-Marketing-Lasts/dp/0143109014">Perennial Seller</a> (book), by Ryan Holiday</li>
<li><a href="https://www.linkedin.com/in/michaelmomsen">Michael Momsen</a> (LinkedIn)</li>
<li><a href="https://www.linkedin.com/in/adamjaffrey">Adam Jaffrey</a> (LinkedIn)</li>
</ul>
&nbsp;
Key takeaways (starts at 36:39):
<ol>
<li>Friction can cause problems for customers and breed disloyalty.</li>
<li>Put on your &lsquo;Friction Goggles&rsquo; to identify pain points.</li>
<li>Don&rsquo;t focus on delight, reduce friction to improve the experience.</li>
<li>The burden of effort is on CX professionals.</li>
</ol>

Wavelength Creative

We reveal the secrets of how great brands delight their customers. Forget the fluff and industry jargon ... this show is jam-packed with useful CX tips, insights and practical advice from leading brands. Join us as we go behind-the-scenes to discover how brands like Disney, Pandora, Optus and Country Road build experiences customers love. Produced by RateIt — the market leader in 'on the spot'​ customer feedback.

We reveal the secrets of how great brands delight their customers. Forget the fluff and industry jargon ... this show is jam-packed with useful CX tips, insights and practical advice from leading brands. Join us as we go behind-the-scenes to discover how brands like Disney, Pandora, Optus and Country Road build experiences customers love. Produced by RateIt &mdash; the market leader in 'on the spot'​ customer feedback.

We reveal the secrets of how great brands delight their customers.

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