Friction in Customer Experience is Not Always a Bad Thing; Here’s Why
Beyond Philosophy
AUGUST 9, 2024
Friction occurs when a customer has to work or think hard during an experience. Many times, friction is accidental or the result of organizational apathy. In these instances, friction is a bad thing. Friction is rarely a good thing in a Customer Experience. However, there are times when it can be beneficial. For example, when your bank uses two-factor authentication to ensure you are who you say you are.
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