Joining the conversation is Adrian Swinscoe, a seasoned author and customer experience expert known for his books like PunkCX. He shares insights on finding the right balance between reducing friction and maintaining a human connection in customer journeys. Adrian discusses the concept of 'good friction,' explaining that some obstacles actually foster loyalty instead of hindering it. He illustrates this with a cautionary tale about sign-ups versus retention, advocating for a thoughtful approach to customer experiences that enrich relationships rather than simplify them.
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question_answer ANECDOTE
Visit Edinburgh During Fringe Festival
Adrian recommends visiting Edinburgh's Fringe Festival in August for massive arts, comedy, and cultural performances.
He warns to plan ahead because it becomes busy and expensive during the festival.
question_answer ANECDOTE
Japan Trip Postponed By The Pandemic
Adrian and his wife planned a big trip to Japan for the 2020 Olympics that got canceled due to the pandemic.
They still intend to visit, possibly for the World Athletics Championships next year.
question_answer ANECDOTE
Climbing As Meditative Focus
Adrian practices rock climbing and bouldering as a meditative, focus-driven hobby that sharpens balance and movement.
He views climbing as similar to yoga, helping him clear his mind, though he is sidelined by a back injury until September.
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Ready to inject some punk spirit into your customer experience? In this episode of the Customer Success Playbook, Adrian Swinscoe joins Roman Trebon to explore the delicate art of reducing friction without losing that vital human touch. From the bustling cultural tapestry of Edinburgh’s Fringe Festival to personal tales of rock climbing and postponed trips to Japan, Adrian sets the stage with personality before diving into why not all friction is bad. He reveals why some “effortful” moments between a brand and its customers actually build loyalty, and how removing them in the name of efficiency can backfire spectacularly. If you’re looking to refine your customer journey without sterilizing it, this episode serves up the perfect balance of practical wisdom and a punk attitude.In a world obsessed with streamlining every process, this episode is a refreshing reminder that operational efficiency is not always the hero of customer success. Adrian Swinscoe brings a nuanced perspective: friction isn’t the bogeyman it’s often made out to be. By distinguishing between “good friction” — those meaningful touchpoints that enrich customer relationships — and “bad friction” that truly hinders progress, organizations can avoid the pitfall of a too-easy, yet emotionally barren, experience. His example of a company that saw sign-ups soar but retention dive thanks to over-simplification is a cautionary tale for businesses tempted to sanitize their customer journey too aggressively.The actionable takeaway? Approach your customer journey analysis with deliberate care and use data combined with direct customer feedback to fine-tune that balance. This means digging deep into customer stories and operational metrics to identify where technology should speed things up and where human moments need to be preserved or even amplified. Adrian’s advice serves as a critical chapter in your customer success playbook, fueling smarter decisions that respect both business goals and the emotional dynamics that bind customers to your brand.Bonus: His reflections on rock climbing as a meditative, focus-driven hobby provide a clever metaphor for the customer success journey itself—it’s about balance, precision, and the right amount of challenge.Now you can interact with us directly by leaving a voice message at https://www.speakpipe.com/CustomerSuccessPlaybook
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