Frictionally Beautiful

I've been busy moving into my new apartment in the last few months.

Moving to a new, unfurnished apartment in Germany is a story for another day. Perhaps over a beer. Or two.

But my biggest gripe with moving to a new place? Assembling furniture.

I'm terrible at handiwork, and judging from the cuts I've had on my hands, I'm sure the tools hate me, too.

I swore and cursed, especially at the unclear installation guides.

And what's going on with the assembly time? I always take twice as long.

Have I mentioned that I'm terrible with handiwork?

But you know what? In the end, I love the things I build.

I value them more than ready-made pieces.

Why?

It's called the IKEA effect.

(No, I didn't get my furniture from IKEA.)

The IKEA effect explains how we value things more if we assemble them ourselves. It’s about liking things more because we’ve put effort into creating them.

This got me thinking.

Are frictions, like unclear instructions and time spent, really bad?

Are all frictions in the customer journey bad?

Let's first try to define bad and good frictions.

Bad friction turns leads away and causes customers to leave. Good friction, on the other hand, helps customers feel accomplished and engaged - as long as customers see the value of overcoming the friction.

Think about the last time you managed to finish up a complex puzzle, a strenuous workout, or, in my case, building furniture. How did you feel after you completed the task?

So, how do we should create good friction?

The key is in personalising the customer journey. Because what's perceived as good or bad friction differs from one customer to another.

We know algorithms, or cough AI, can tailor content recommendations. Why not use the same technology to shape the entire customer experience?

A few ways to personalise and create good friction:

? Message: Use personalised welcome messages that address customers' pain points or aspirations, not just their names.

? Tone: Use a formal tone for professionals and a casual tone for younger users.

? User Journeys: Customise the flow and hurdles based on customers 'objectives and familiarity with the program.

Brands should introduce good frictions to enhance customer experiences.

Where to start?

Start by studying customer and operational data.

1. What's a hurdle that's worth for which customers to tackle, and why?

2. What makes customers complain and give up?

3. Where do experiences differ?

A couple of examples for you to think about:

Why do customers wait in line for limited-edition sneakers, but the same customers will not do so for coffee? The anticipation and excitement of getting their hands on limited items make the wait worthwhile.

Why are deal-seekers more willing to volunteer for more information about themselves during registration for a mere $5 voucher, whereas customers who value convenience do not?

Next time you analyze your customer journey and find frictions, remember you don't have to eliminate them all. The key is knowing what, when, and for whom to introduce them.

Some frictions are good. In fact, consider introducing good frictions if you already have them.

P.S. Please share in the comments what friction you've experienced and appreciated in a customer journey.

P.P.S. If you have any tips on how to be less terrible at handiwork, I'd appreciate them, too.