target audience: TECH BUYER  Publication date: Mar 2022 - Document type: IDC Perspective - Doc  Document number: # US47436621

Future of Customer Experience: Create a Better Value Exchange by Thoughtfully Managing Friction During Customer Engagements


  • Sudhir Rajagopal Loading
  • Gerry Brown


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This IDC Perspective presents a forward-looking view for enterprises to reframe their thinking on the nature of customer friction. If done thoughtfully, introducing friction in customer engagements can create a better exchange of value between enterprises and customers. This document discusses the imperative for rethinking customer friction and the five key tenets that enterprises can utilize to deliver frictionless customer engagements as a sustained enterprisewide discipline.

"Engagement friction can present itself in a variety of ways, not only limited to channels or disconnects in the customer journey but also crucially when it impedes customers from obtaining a meaningful exchange of value," says Sudhir Rajagopal, research director, Future of Customer Experience at IDC. "As we transition into a new age of experiences, enterprises can create a virtuous cycle of customer empathy, trust, and loyalty by thoughtfully introducing friction while eliminating unintentional friction, fueled by customer insights and outcome-focused journeys that create mutually beneficial value for the customer and the brand."


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