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Actionable Marketing Podcast

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May 21, 2019

What kind of experience does your brand create for customers? Is it simple and seamless enough to keep them coming back for more? Or, do they find their experience with your brand frustrating, cumbersome, and time-consuming?  

Today, my guest is Roger Dooley, author of Friction, which describes things that prevent customers from having a great experience with companies and their brands. Each year, about $4.6 trillion of merchandise is left abandoned in eCommerce shopping carts. Also, internal friction (i.e., organizational drag) is responsible for $3 trillion in lost productivity.  

Some of the highlights of the show include:

  • Most important element in behavior change process: Friction
  • How to eliminate, minimize, or use friction to your advantage
  • Reasons why people leave things in their shopping carts
  • All routers are the same; awful experience for “normal” people
  • Reviews and Rankings: In a market dominated by giants, address pain point that other companies aren’t to be successful
  • Worst advice can be best practices
  • Friction Goggles: People tend to accept things and don’t see where friction exists
  • Actively Disengaged: Effort isn’t productive, serving greater purpose
  • Don’t shift the load; find ways to improve processes, and stop wasting time
  • Software and tools help eliminate friction
  • Acceptance of Fake Rules: This is the way things are done, or it has to be done
  • Difference between friction and motivation; operate in opposition due to choices  

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