We don’t like it when things aren’t easy in a customer experience. It takes too much time and energy for us to respond to tricky or difficult challenges.Cognitive learning is regarded as moreover, if we are at a state of cognitive depletion, where we are too tired to make good decisions or use rational thought to figure out a solution, we are likely to walk away from a complicated experience—a result that isn’t doing your bottom line any favors.Cognitive learning is regarded as

These moments are what we call “friction.” we discussed friction’s effect on customer experience in a recent podcast . Our guest, roger dooley is an international speaker, forbes contributor and author of brainfluence and his new book friction: the untapped force that can be your most powerful advantage .Cognitive learning is regarded as dooley describes his book as a grand unified theory of friction. He discusses customer experience and how companies can disrupt an entire industry just by making things easier for customers.Cognitive learning is regarded as

I was a bit gobsmacked, to be honest. However, I recovered quickly and apologized in my most british way for my inconsiderate behavior. When our business at the clock shop concluded, and we were walking out to the car, I had to wonder why it was that people were complaining that the main-street-mom-and-pop shops are dying.Cognitive learning is regarded as I will tell you, it’s so much easier buying something on amazon.

So, how would you go about creating a frictionless experience? Dooley says the best way is to test, to observe customers using your product, your interface, your website, or your app.Cognitive learning is regarded as you need to know what customers will respond to even if they can’t explain it. In fact, asking customers is not sufficient because often they cannot articulate what they want.Cognitive learning is regarded as instead, you must observe what they do.

Dooley says doing so will have multiple benefits. First, the customers will benefit if your people are thinking of it from the customer’s point of view.Cognitive learning is regarded as employees will do what is best for customers, even if it is not what you have always done or how they were told to handle things. Another benefit of that is your people will examine their internal procedures and recognize the problems inherent in it.Cognitive learning is regarded as

Also, improving the friction in customer experience could improve the frustration in the employee experience also. Dooley says a great example of this comes from GE under the leadership of legendary CEO jack welch.Cognitive learning is regarded as in his overhaul of the company that he was streamlining and improving, he and the management team met with their manufacturing employees at one of GE’s plants and asked the group how management could make their lives easier.Cognitive learning is regarded as

One fellow spoke up. He was a machine operator handling sharp metal parts who wore work gloves to protect his hands. About once a week or so, he would wear out a pair of gloves.Cognitive learning is regarded as to get a new pair, he would need to leave his building, go to another building where the tool crib was to fill in a requisition form for a pair of gloves, and then, find a supervisor to approve it.Cognitive learning is regarded as after that, he carried the signed requisition out back to the tool crib, picked up the gloves, and then finally returned to his workstation and resumed work.Cognitive learning is regarded as the whole process took from one to two hours.

Dooley says what the glove story shows is a significant point about friction: you don’t always see it.Cognitive learning is regarded as what’s more, you get used to it, especially when it is part of your day-to-day job. These moments of friction in a customer experience, or, in this case, the employee experience, have hidden costs.Cognitive learning is regarded as sometimes it’s productivity, like the fellow in the glove story. Sometimes it’s revenue.

When management put the box of gloves there, they introduced a new way to handle that moment of friction.Cognitive learning is regarded as however, dooley says many times the solution comes from an outside perspective, and sometimes to the detriment of your organization. Dooley’s objective with the new book is to help people start seeing friction before somebody comes along and disrupts their business model by showing it to them.Cognitive learning is regarded as

For my part, I believe in watching customers and gaining perspective on what they do. We have had a recent podcast on facial recognition and facial expression to see how your customers feel in a moment.Cognitive learning is regarded as seeing their faces in a moment with friction could be an invaluable insight to help you design a new way to approach that part of the customer process.Cognitive learning is regarded as