The Experience Edge Ep.59 -Why CX team might be erasing the moments customers remember - Reflections 6
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Jan 21, 2026 What if friction in customer experiences isn't always a bad thing? Discover how intentional friction can enhance memory and decision-making. Real-world examples like IKEA and Enterprise Rent-A-Car show that moments of pause can boost satisfaction. Learn about the ethical line between helpful and manipulative friction. Jochem explores how to design journeys that create meaningful moments rather than just removing effort. This thought-provoking discussion challenges the notion that speed is everything in customer experience.
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Friction Can Create Meaning
- Not all friction is bad; some friction creates meaning, memory, and better decisions.
- A perfectly smooth experience can be forgettable because it lacks contrast and emotional peaks.
The Rental Counter Pause
- Enterprise Rent-A-Car uses a short controlled pause at the counter to heighten relief when staff suddenly appear to serve a large group.
- That brief dip makes the subsequent resolution feel more satisfying and memorable.
Why Building Increases Value
- The IKEA effect shows people value things more after investing personal effort assembling them.
- Effort increases ownership and emotional attachment to the product.
