CUSTOMER EXPERIENCE STRATEGIES: (GOOD) FRICTION IS GREAT FOR CX

Summary from the TLDR Marketing newsletter

Certain types of friction in customer experiences can enhance satisfaction and create memorable moments. Good friction, like the anticipation while unwrapping a chocolate or the effort in assembling Ikea furniture, activates dopamine and makes these moments more enjoyable and memorable. To leverage this effect, companies should minimize bad friction while incorporating good friction. This involves evaluating friction points in the customer journey and ensuring that any friction present heightens the contrast with peak positive moments.