Chapter 4
Finding the rough and the smooth – friction/reward indexing
I have developed a process for mapping out areas of friction, then indexing that friction against the reward specific to the context of the engagement. That tool then also shows how to overlay different customer need states and use cases, across all possible customer journeys. It’s pretty intense but massively powerful and straightforward to learn.
In this chapter we explore
- How to apply friction/reward indexing to strategy
- Why friction dominates the equation
- Questioning techniques to uncover your friction and reward points
Becoming indexologists
Remember before we start that all of this is predicated on the understanding of and use of our basic building blocks: customer ...
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