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):

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.